Retracement of the iphone in his book the one device. This year is the tenth anniversary of the iphone. Hes interviewed by New York Times reporter steve lohr. Host brian i read your book as a true creation story. One is apple has seen the turmoil that they went through to what ends up as the creation of the iphone. That is the history of the creation of each one of the technologies and those stories are knit together. Why did you take that approach and take us back to the start of the book project itself. Guest yeah well so the idea for the book really kind of began with the stark realization that the phone had integrated itself into its own life and the life of my peers. It was something i really didnt understand particularly well. I, you know a lot of us have that moment i think when we are abruptly and suddenly forced to go without it for a second in this case i was in a cab. When i was retrieving it, i was standing in light at the dmz and i had jettisoned my responsibilities for the day and immediately put off the meetings at work, put off any other obligation. Thats what you do when you lose your phone. Its kind of like a it started jelling my head like what is it about this one device that gives of this power . Theres little else i can imagine to force such a thing. And i sort of resolved to dig into this thing understand how it works and see if more than just a consumer product. I sort of started to realize there were two stories. There was this one story, the history of the phone itself and how it was developed at apple that was pretty carefully guarded by apple itself, the corporation which is very good at controlling keeping secretive its narrative and the other side of the story that might have been in the keynote presentation. In parallel to that its a story of how any technology has developed that requires much more vast timelines, much more input, much more complexity so i kind of wanted to look at both of them and see how one pulse from the other. In a way the chapters that are not about apple are about the development of this technological buffet line if you will but apple is able to come along and say we want that for a phone. We want multitouch. We will use this within ion battery because its the only thing that slender enough to run it. We are going to use a smart chip that uses very Little Energy but its also formidable process and then theres the story to how they integrated it which is the story of apple. Host the early on theres this breakdown moment of epiphany where you get your phone torn apart. Guest exactly. So that moment came early on because one of the very first things i did was i looked at this phone which is pretty much all screen. Okay we have got it to the first step is to find out whats actually in this thing so i took it to i fix fix it fix it whicha Company Based in san obispo. Host i didnt know that. Guest its a refurbished car dealership that they transformed and its the coolest place, and their mission is to kind of keep gadgets repairable and keep transparency about whats inside them alive because what apple wants to do is make us think of this thing is something that only they can provide and only they can fix, only they can have the power to sell, market and put it on the aftermarket that these guys are like no, its something you by yourself. It can be fixed and it can be tweaked if desired so i took it to them and they are very skilled breakdown technicians. The guys call the guys call that hardemon cheniere which is a great job title if ive ever seen one and he just started walking me through this. Youve got to be careful of these cables connected to the multitouch sensor and if you break down the phone is not going to work. The screen comes often you are looking at this the battery thats half the real estate and you can start reading through this whole world. That was kind of the moment that really sort of set off that epiphany that youre talking about. Okay theres a lot in here and that more or less if you will enable the content for the second track of the book. For. Host pence elope. Explain what it is and what it explains about apples culture. Guest the pencil lopezs signature screw that they patented and apple doesnt want just anybody to open up apple doesnt want just anybody to open up it was a classic steve jobs mantra. He was quoted in the biography is saying we dont want to let people into her stuff because they will just mess it up. That has sort of been instilled into apples entire process ever since. It was part and parcel with keeping everything small and compact but the pentelobe you can just go to your workbench in take a screwdriver in open up the phone. You have to track down the custom tool that is small enough to get into these little screws so you can open it up and it sends a message that it takes someone trained and skilled and its not for everybody. Basically they are trying anything perhaps indirectly but kind of to instill this idea that its to be bought and its to be upgraded every year. So it does say a lot about apple. Host more broadly you run out some themes and hear clearly and one of them is obviously and this goes back forever. Isaac newton the physicists is sad only because ive stood on the shoulder of the giant but the case you make in the book with scrupulous reporting is that you know this is particularly true for a product like the iphone. Elaborate on that point a bit and some of this is a marvelous invention. Its sedimentary layers in geology may build on each other. Part of why it took off as it did is because of the timing of all these things coming together meticulously. Help me out and help us out with what is so striking in the complexity of this product . Guest yeah so i fully believe thats one of the most important things in the book is that in this case, in the case of apple and the case of particularly steve jobs who led apple, that myth of the lone inventor resonated and its a compelling narrative and its a useful narrative for marketing a product. If you have somebody who is charismatic, clearly very smart, clearly a master of industry some unlike steve jobs can come and sell this product and forever be okay with it even as shade of the story. He hands on had a lot to do with it but the truth is even the iphone insofar as a developed at apple never would have happened without scores of people working aroundtheclock to make it happen. The tenth anniversary of the iphone is coming up and they all have pictures of one person, steve jobs. Hes holding a phone and hes on stage and he is a commanding presence and our brain, its easy for us to process that. The guy handed it down and now we have the iphone but exploring how these interlocking stories of innovation to place is so important because its not just on the scale of the breakthroughs that apple managed to do which they did manage to really further the art in a lot of important ways. On the engineering side did manage to get the technology called multitouch which allows you to do all those hand vocabularies that translate into computing. They manage to get in on the class and an interesting way that is been done before. Guy named josh strick on had a role in that in the past and the Interface Team all really did amazing work designing the human interface that sort of made the iphone what the iphone is. Its sort of, or guess its called the jingle of the iphone. Its so much more than that but its what makes it murmur a. Its what makes it the experience of the rubber banding effects. Host you didnt have to talk about it. All those trend lines we are talking about coming together the battery being small enough and being compact and lowpower Everything Else is at a point that those elements were apple worked and sold into furthering that part and this is how we are going to make it stand out and make it something that everybody wants to give. Apple does deserve an immense amount of credit for that but again part of the story is that the iphone was born as a software interaction paradigm behind steve jobs back. The Honorary Team that i documented the book is basically experimenting. It was fun. It was wild stuff. They had this crazy projector that they were using to attack different products together in what would become the iphone and steve jobs had nothing to do with that from the beginning. Once he saw it in a form that was convincing enough when the demos were good enough they were able to convince him to take it up but not before that. With the invention comes from so many different sources and i think its important based on the origin stories. Host it is the defining thing that people see. You might want to drill down a little bit on that one. Its who you describe in this company and the saga. Tell us that story because without it there is no iphone. Exactly. Posts that comes from matt. Guest it does. MultiTouch Technology itself i did try to trace as far back as i could and i visited and this guy named benson, a great name for a guy who was in technology. That was a fun little and though that i picked up in some of the first purported multitech to multiTouch Technology. Thats what the iphone does so well. It integrates the web in Touch Technology so you can touch your maps on line and you can move your pictures. That maintains that he developed some of the earliest multiTouch Technology decades ago and since it was public and patented it got swept up into the slipstream of technology that would wind up later in the iphone. The guy who put on the table so that apple could see it was Wayne Westerman who has this incredible story. He is a brilliant engineer from the midwest who comes from a family that is plagued by disability and he had a severe hand disability. When he was the ph. D. Student,. Host tapping on a keyboard with killing him. Guest exactly. Was trying to write his ph. D. Dissertation and he had to stop. He looked around at the market to see if there was any alternative hard keyboard and there werent any so he trained some of the thousands that he had been working with to recognize gestures and swiping and pretty soon he came up with this pad that one let him do his ph. D. And to seem like a Good Alternative for people who had a problem with their hands so instead of just always typing without lighter touch, you can do a lot of things with swiping and gestures and vocabulary was a lot larger them what we can do with the iphone today but he started manufacturing this product and it was beloved by a small percentage of users, people who have repetitive injuries and people who were into creative computing, editor, Music Software users who thought it was cool to swipe into little gestures. It was an opaque tab that you would use with next years mouse or keyboard. It wasnt on a screen yet but a Junior Engineer at apple just happened to bring one of these then. These guys that i mentioned earlier with this experimentation these Junior Engineers they said whats that . That literally became the focal point for their experiment and that is what was under the projector when they wheeled in a Projector Screen that combined this touch unit. They put literally a piece of paper over it in the team down the home screen of a magnet and it was software they could touch. That was a really sparked the entire trajectory. Host the great back story of his mother. He has a history knowing this in the family and its the university of delaware that really capitalized on it. Guest that was one of my favorite stories to dredge up. Hes still at apple so i could and interview him because he was behind the titanium curtain but i was able to get in touch with his sister who told me the family back story and its just fascinating how it really was one of those stories of overcoming adversity to produce something. Its not even just the iphone now. The same basic tech elegy is the android and its informing the language of how we talk to computers. Host i will just read a paragraph and ask you to elaborate. It again just a fascinating back story and details. They bankrolled the spanish empire empire for hundreds of years in the 16th century some 60 of the world silver was pulled out. By the 17th century and it turned it into one of the biggest cities in the world, 160,000 people local natives african slaves and spanish settlers making the Industrial Hub larger than london at the time. Warwick, and amount would swallow many of them. Between four and 8 Million People are believed to have perished there from silly us is freezing and starvation. You go down there for what reason . Guest well it turns out that apple sources some of its tune from his mind that used to bankrolled the spanish empire hundreds of years ago. Its the same place which was just incredible. Apple publishers where its and its suppliers get its medals and its sourcing its medal from amalgam and its tin mostly. Comes from there and the tin is used in sadr which holds the components in place and does a number of other things but its fascinating to me that this cuttingedge device, the thing that is so integral to how we think of the modern moment and whats ostensibly propels the future is rooted in the same line, sadly by children sometimes pulled out of the rock and its easy to disconnect the products to its origins as stuff that just comes out of the earth. I thought it was important to spend a chapter looking at where it really begins in the physical sense, not just its history or the idea of it but where the physical material comes from. Its not just bolivia and its not just tin, its tungsten and its cobalt for the battery and its lithium which is one of the more benignly mined materials. The drawback in nearby chile where they mind lithium cell its everywhere. There are materials being pulled from every continent on earth just about and they all sort of ease into the iphone. Host and you asked yourself to do and all an exercise about how much of the earth and water do you use to produce x number of iphone that we now have. Refresh my memory. It was a big number, right . Guest yeah it was a lot. Poster you have to tear up a grant to get a little bit. Guest was 75 c. Lows of order for every. 9 grams in the iphone so you are moving a lot of earth to do that and that means you are using a lot of toxic chemicals and he focused on the cyanide. You are producing all these byproducts. For every single one of these theres an exponential amount of earth being mined. Since i publish that part there than other estimates that are even worse that are even more and this was on the conservative side. Basically if you are thinking about taking aluminum out of the earth you have to have these huge operations to get the gold you are judging or in cyanide sometimes to remove the stuff. The tin is coming from the laborintensive by hand from a cooperative mining structure so there are all these different or or its having a big impact on the planet. Host how many miles did you log . Did you ever give that a rough calculation . Guess why didnt actually but i should. I should look at the iphone geotracker. Host lets go to china because you did visit the plant where these things are made and you got in and you are one of the few people that have done that. This guy posed as a contractor. Where you just sort of, there were supports opening. Guest i have to give the credit to my translator who is a journalist in shanghai and i think we were kind of imposing because we tried through the love board channels all day. We had been interviewing people all around. We were trying to arrange a meeting and we met a manager who manages an operation there who said they would mind taking a song that you need approval. He basically burned all day doing interviews trying to get in. Host its outside. Guest outside the gate. Host there is another shot here. Guest there was a sidewalk outside of it in a structure that you can walk over. Host give us the dimensions. This is x number, it goes on forever. What did it look like and its the size of the city. Guest from the outside its deceptive. Salt walled off and the wall goes on for pretty much as far as you can see. What ultimately happened after trying to to get in all day had to use the bathroom legitimately so badly. They said okay we will let this guy in. Maybe some genuine urgency or something and translated it was a bathroom that we could see. We will come right back. Host nobody tail view. Guest we have literally ran. And we got in the bathroom a deck around and we just ran and we ran and it really does think again. It feels like a city. We kept walking one direction and is kind of dilapidated and things are rusty. Its kind of like the docs of the edge of the city and people are playing a pickup game of basketball with their shirts on. It looks like a minor Chemical Spill and no one is really tending to it and its really a little rough so we turned around and started walking back in. In this regard, this place was filled with half a Million People, towering dormitories, giant factory blocks. You are just this tiny insignificant person navigating this huge giant machine of industry. Mika city it became more gentrified and more condensed. It got close to downtown and suddenly theres a center of commerce. There are cyber cafes and one of those little flappy things advertising. Host in the age range of the people as what . Guest 18 to 25. Host this is like the new england textile factories in america. It was 22yearold women. Its that kind of system. Guest not all but largely its people who came to rural areas and took money back komen became skilled workers and most of them dont last all that long bear. A lot of people say they can only take it for a year. The plan is to work there for a year, get a new job and get out. Some of them that i interviewed said they were in upper management positions and its too ugly the management culture, the Work Environment was too ugly. I sort of felt that. This place was immense on one scale but the more striking thing was that there was nothing in the entire factory that was designed to tailor or cater to the human spirit. It was all either you are working in a factory, you are paying to heat in the cafeteria and paying to shop at 7eleven. Theres nothing nice about it. There is no nice public area. Its all designed to squeeze the maximum value out of a person as possible and meanwhile you are wedged between factory blocks. I mean you know its something that i limit to my one drive. I spent an hour to an hour and a half inside their so i cant say i mean you know. I was a Foreign Correspondent for decades. Host used to be they were 10 applicants for every job available so everything you say is true by our standards. Its also, there is an element to how much opportunity there is forever however grim it will be and thats the other side. And in fairness to apple as you describe they have done things on this front in terms of disclosure so elaborate on that. Guest they did do a number of things and apple will do things that others will not do. It will not tolerate child labor if it finds in the supply chain. When it did discover it in one of the suppliers, one of the components using child labor they did shut it down and that kind of thing. We did see wages go up just a little bit but i think the thing that kept coming up and the things that its famous for still happening sadly. Thats more of a product of the work culture without more sort of substantial reforms to the way the work is carried out and the managerial culture. I kept hearing if you mess up on your supply line you are asked to be publicly humiliated i your boss and a lot of that is the catalyst for the depression and tragedy. There has to be ways that apple and this huge most valuable company on the planet, the giant of the industry can reveal this influence to get things to a better place. Host you dealt with the labor move so is there a way that comes to mind it makes sense to you . Guest there are a bunch of standards that after apple joined the Business Consortium and right now the biggest critique for china labor watch is they ditched their promises. If they did what they said they were going to do guarantee limited things like overtime hours and making certain concessions to workers that would do a great deal and im sure there are things beyond that but absolutely. Its absolutely a tradeoff. People are coming from china to work here. Host you have the cost of environmental side and the human toll where some was in cupertino but this looks like a more severe toll if you will. The tradeoff looks particularly raw. Where do you come out on this . Probably iphone is the Gold Standard but who knows about the samsung. Guest that see other really good point. Im using it as a wedge right now. Apple has more power and more resources in n. Influence but samsung which i havent investigated im sure is a similar story. I personally feel like i would like to do more now. Its a great project. Its this project and a phone that they have strived to get all the components sourced and they try to go down the supply chain and they say hey this is possible. We can make an ethically built the phone. Host is that a science project at this stage . Guest you can buy one. There are complaints that it isnt up to par with an apple user. I use an iphone and i think its just important to understand the full story and i think we can all do a little bit more to pressure apple to improve some of these things and to raise a little bit of awareness. Host its kind of a highend job producing product in america and wellpaid manufacturing jobs now in part of the country but it comes from the elmira region. It is the face of everything you have done. Everybody kind of uses it. Its all but a monopoly and its American Home grown from this little place not that far from being in some where i once worked in upstate new york. Tell us the story because its really interesting. They kept tugging away at it and its all to the chain of progression. Whatever was corning ware for the microwave. It had this tell that story. Its a neat one. Just go corning which is the old american company, glassmaker had stumbled midcentury of almost by accident one of engineers at this mishap where they turn the oven on to high and the experiment was lithium silicate i think but it came out. So you are talking about hundreds of thousands of degrees it was an industrial oven and it came out and it was a milky white glass and when he pulled it out with the tongs it fell on the floor. Host your eureka moment. Guest our eureka moment. Thats the funny thing about it eureka moment. When they do happen they are serendipitous mistakes but he pulled it out, the thing bounced and he went on to use this material for corning ware which was used in the nose cone as well as for dishware for casseroles and other stuff he could stick in the microwave which had just come onto the scene. It was a perfect mbss, one of those things were two products repel each other. If you are old enough you might remember like i do. It hasnt live flower on it and i remember being served casserole in this thing. They are microwave friendly and they are pretty indestructible so that inspired corning to move beyond that and say this is cool but we are Glass Company. Would have became a class the is the stronger we could see through so they launch something called project fossil which was his effort to do exactly that. They experimented and worked aroundtheclock. They didnt have an ideal product in mind yet for what they wanted to do but they are also fun stories about how they are testing it and throwing it off the roof and they had sheets of it and for some reason they were throwing frozen chickens down onto it from the roof and it wouldnt break so they said okay we have this really strong really cool stuff. Now what are we going to do with it . They held these demos in new york city and they said its unbreakable glass. Its amazing. Companies can buy it from us and they are all kinds of things. They were thinking maybe jails might want to use them as windows that people couldnt break through or maybe telephone booths. One of the few things that they actually did get them into with the javelin part for windshields that were shatterproof. It turned out they were a little too strong because they had problems with people getting crashes and they would ram their heads into them and you could really hurt your head. Host you dont want them to shatter. Guest you dont want them to shatter. They cannot came out worse for the wear so it never got adopted their and they couldnt find a use for so they shut down the project for decades. They have the technology, they had the knowhow. They just didnt have the use for it. Host fastforward to about 2006, 2007 steve jobs suddenly decides the plastic screen they are going to use on the iphone isnt going to cut it. They pulled it out in this meeting it had a bunch of scratch marks on it. He said we have got to fix this. What can we do . Apple launched internally this slapdash effort to try their hand at Materials Science and creative shatterproof glass. Didnt amount to much and they said hey i know this guy corning so jobs flew over and met with him and told him about this secret project that had languished for decades and he does kind of mentioned it and said we will take all of it that youve got. It was one of those classic job moments where he was like you will do it for me and there was no assembly line, no production yet. Host and before that he set him up. Explain. It it wasnt just about the production. Guest jobs have a classic habit of being the smartest guy in the room and saying that isnt going to work with for us. Hes talking to the ceo of a Glass Company who according to lower told him to shut up and went to the black ward and showed him. Host and a listen. Guest and he listened and what he was won over. Now like you said the service of so many different screens and different gadgets. Host has produced in South Carolina . Guest kentucky. A good factory. Host wasnt military. Guest farming and tobacco fields. Host that has to be a declining declining industry. Its this rural area and then they have this hightech, its really an incredible process of getting this superstrong glass made in a plant in kentucky. Host steve jobs you compare him at one point to Alexander Graham bells and thomas edison. How so . Guest well both were, all three of those men were incredible innovators but they were also incredible self promoters and incredible marketers. One of my favorite stories about or one of the most useful stories is before the telephone took off he had to sell this thing. Basically people regarded it as a novelty, a toy and he would do inventions and do demonstrations and he would start giving lectures about what it could do and present could do this stuff and slowly but surely people got interested in it. He was selling it and doing these demos which are part of apples mythology building machine and these demos are integral and ive a chapter that talks about that too. And the same with edison. Edison was a smart guy, a great adventure but a giant team whose names are all but lost to most people other than technology and the like but the people that really sort of did the brutal work, the trial and error and the film at work in the light old. The light old is a lot like the iphone. There were lightbulbs on the market. They just werent that great yet what edison did is he found the perfect combination of the glow that was pleasing within easeofuse and a longevity so they turned it into a good product. It wasnt the first. He wasnt necessarily the one who in vented the patent for how lightbulb Technology Work but he introduced it to the massive masses. Host whered you come out in the Creative Process within apple . You have somebody, project can be destroyed or months of work can be done depending so theres that aspect of the other aspect like you mentioned you could have skunk work projects at a time they were the wealthiest companies they became so these were the people, and then there was this constant battle with two different approaches and it was a meritocracy and. Yet the personalities. Give a sense of how this played out. Its a long story. But here you come out on this whered you come out on this . Guest one of the interesting things is when i started reaching researching this is all about collaboration and to some extent people working on them together and developing them and the role of steve jobs today would the sword of a little tangential. But then by the end there is an interesting element at play with mythology or the social capital that steve jobs had within his company. The ultimate person who could take what was still even though not as big as it was but its a Large Company and said this is what we are going to do. Host not giving up on it, late 2004 he comes out and says okay theres going to be a phone and we are going to make it happen. And theres back and forth after that. Thats what ceos do getting the big stuff right. Guest he did get it right when it mattered and he left it to his lieutenants when it mattered and rep denies the genius of what these guys did and he was able to elevate them when it mattered. You need both. I would come down more on the side of the themes because these guys, i mean it really is hard, however steve jobs made the calls and power versus team created this Incredible Technology it made the most successful product of all time. This is the blueprint of how works. Host when we have the iphone guest theres a chance that we might have Something Like it. I dont know if we would have gotten it as soon and if it would be as good and if it would be as satisfying or would be if a big deal. It might have been something that slowly iterated into existence by various competitors. A bite be something we might have had a blackboard button a lot longer. Whos to say . Its impossible. Alternate history is a fun game but its really hard to say. He made the right calls when they mattered and he was able to galvanize. They were in off working for him so he did push them into being the best that they could. Host do you have a favorite unsung hero . There were plenty of candidates. Somebody calls the lennon and mccarthy of interface. There are others of played roles and there were some the played roles and some didnt. But do you have a favorite your among these Unsung Heroes . Sort of the representative character that has the right stuff. Wayne westerman who waste touched on earlier is a great example of that. He still owns the company and that chapter was important for that reason and the design team. Everybody knows johnny he designed these beautiful industrial shapes and revolutionize the way that we, what we expect from our consumer electronic products by what happened on the screen is just as important in nobody knows the names of these human interface designers. That whole team i would say is an unsung, maybe one of the greatest design teams in technology over the last 20 years. Greg christie, Imran Chaudhry and this whole team was really instrumental. And you have these engineers who deserve a huge amount of credit. Richard williamson who was responsible for safari and taking safari and putting it on the phone. The list goes on and on. And josh strick don and brian hubby the team of engineers who use these early prototypes. There are a dozen or so people who i try to share their stories and give them the due credit for their role in this process. Guest almost all the people who worked on the iphone project, the majority of them have left apple for various reasons, burnout or new challenges but one of the interesting things to note is bob forestalled who is the beat beat vp of the Iphone Software effort, who left and was believed to be fired after the maps lieu up after head butting reasons but outside of him no one was elevated to the executive rand that worked on the iphone really. Jonny ives was there and always responsible for design stuff. The people who really were responsible for apples i guess products Tony Fadel Blige a vp for while but he left. Honore leverett never made it to the top. Its interesting that you dont see a lot of the same people. Host lets talk a little bit about the future of apple which you touch on in the book and artificial intelligence, theres a chapter built around the guy who was the cofounder of siri, project at the pentagon funded and apple bought it but this is, siri is apples flavor. Google is working on it in amazon has got it. Microsoft has had an ibm has it. Theres a great debate as whether apples culture puts it in this further development but tom weaver is still there and you have talked to him. Tell us about apples take on it. Guest so, its easy to forget now in the age of the stuff you are talking about that apple was kind of the first in this arena. Siri was the first mainstream digital assistant and the emphasis was always kind of on that service development. The interesting thing to me about that interview and hearing about their approach was sort of the effort more to make siri sort of relatable and to be a character, someone that you want to interact with and apple was criticized to bid for having its functionality fall behind the rest. It was kind of relegated to this novelty status where it was you know not always giving you the right answers to stuff and they have really tried to sit up in recent years and do things. The net approach where you are doing huge amounts of machine learning, that wasnt what siri really was. Siri was basically a complex database. You have Voice Recognition over faq. Things like a restaurant, finding directions and definitional questions. They had a doing some symbolic reasoning but it was hard to get it to a point where it would be useful all the time. People do use it all the time for memos and to get directions real quick and there really pushing it now. My take on that full thing was the jury is still out on how much we really want a personal assistant on our phones all the time,. Alexa is interesting because you can have a turn on music or order toilet paper when you are out of it by talking to it but in terms of like a device that we want to talk to, i think maybe these cases are a little bit more limited. Do we really want to be in public walking down the road and talking to our phones in any scenario . But how far does that go . It will be interesting to see. The big money buzzword that i feel i could break in any direction. Guest it becomes possible and the big data world and they learn as they go. Its easy to talk about it but its much more difficult to guest they did recently with the veil. They started to allow researchers to publish which is a huge difference. Some of the thinking was apple wasnt getting the best people and apple has not allowed that in its r d labs at all. I was kind of a big push. Again we will see. The future is wide open. A lot of people think its competitors have a jump on it now because they kept that wallop for too long. Host theres a question with some of these things as whether the device matters. Amazon is taken that approach. Do apple and the iphone where is it headed . Guest well there a lot of different ways to think about that and we see some pushes from apple to try to expand its services, expand its app store and emphasize apple music and it signals that its recognizing that it needs to find new sources of revenue. That said, twothirds of the sales are from the iphone though its all coming from the iphone. The ipad is shrinking. Macs are small which by the way one analyst put it to me if you put it in perspective their revenue is about the size of hollywood. Its what hollywood takes in bed next to the iphone it looks like a tiny slice of pie. It takes a cut of it, 30 of every app sold but it also takes a lot to maintain that infrastructure, the servers and setting these apps so how much profit it is making is another question all together. Apple is a real motivation to maintain that status quo and to keep making better phones, welldesigned phones, more expensive phones may be. There are rumors of a 1000dollar plus the iphone 8 coming which is hundreds of dollars more. I think as much as apple is seen as this hub of innovation and as much as it has gotten criticized for stalling out on that, it really has this motivation to milk its cash cow and thats what companies do when they get to that size and they establish a product line. Its so reliable but i think the basic shape of the iphone and this model of integrating its software shape is here to stay for a while. Hundreds of other programs throughout the country all year long. Here is a look at some of the events we will be covering this week. Many of these eventss are open to the public. Look for them to air in the future on booktv on cspan2. Booktv is on location on the campus of ucla. We are talking to professors who are also authors. Joan waugh is coauthor of this book, the american war a history of the civil war era. Joan waugh, 1850, give us a snapshot of the united states. Guest 1850 was the first year of the decade that brought on the secession crisis and brought on the civil war. 1850 was the year california