[jshaqaw]

Cook was an able steward of Apple. Under his leadership the hardware side continued to iteratively improve nicely. Apple Silicon is good stuff. I am firmly embedded in the entire Apple ecosystem and have no reason to leave.

I do wish Apple used some of its massive cash hoard and market power to do better in software. The iPad remains my favorite form factor to use in lots of my day but Apple never invested in killer app software optimized for it. Same with VisionPro although maybe that story is just early. The VisionPro store demo was the closest I felt to tech magic since I was a kid in the 80s. The price was high but not prohibitively so. Rather, I could tell that there was just no reason to use it day to day because there wasn't enough software optimized for it.

I've lost track of the Apple Cash hoard which was insane some years ago but it would have been better for Apple to proactively invest in developing killer apps/uses for it's admirable hardware versus going into producing TV shows and movies because Hollywood people are fun to hang out with.

Cook did his job. Apple's supply chain didn't collapse and almost kill the company like in the 90s. But I hope we see some of the old innovative spirit come back. I want that "wow" moment again where I don't just get an iteratively improved version of what I already have but something new!

[rgovostes]

> The iPad remains my favorite form factor to use in lots of my day but Apple never invested in killer app software optimized for it.

Apple doesn't received much credit for making iPhoto for iPad back in 2012 (https://www.macrumors.com/2012/03/07/apple-launches-iphoto-f...), or more recently Final Cut Pro and Logic Pro. I think they really have invested in building pro software for iPads, probably on the order of millions of dollars, less for the vanishingly small segments of their user base but to make the case that the platform can be used for serious work.

The problem though is that the platform itself creates friction compared to macOS that, even at the best of times, makes the user at least slightly less productive. So I can't imagine myself picking up an iPad to do any actual creative work.

Not to mention the best-in-class keyboard cases, over-engineered stylus, mouse support, multitasking support, and on and on. It almost seems desperate that they keep trying to find "the thing" to crack this problem.

[proggy]

> versus going into producing TV shows and movies because Hollywood people are fun to hang out with

I disagree with this take quite a bit. Yes, software could be better, but Apple TV+ has given dozens of shows the budget and freedom to produce some truly generation-defining art. Ted Lasso, Severance, and For All Mankind are huge stand-outs in their scope, depth, and ambition. For instance, the latter is produced by Sony, yet you see nearly zero product placement, which has been a hallmark of the studio for over a decade now. Putting gobs of money into storytelling yields purer, and therefore more compelling, narratives that will hold up well over time and represent the best of what we are capable of. At the same time, Apple TV+ as a subscription service is also a very convenient way for Apple to weather any ups and downs in the physical product categories.

[hn_throwaway_99]

> Rather, I could tell that there was just no reason to use it day to day because there wasn't enough software optimized for it.

I think you can get rid of the "because there wasn't enough software optimized for it" part.

It's simply a product without a defining use case, and most people do not want to live life literally behind a screen with giant goggles strapped to their face. I think VR/AR goggles may certainly have a place in some time-limited uses like gaming, but this idea that it would be "the next big computing platform" is just bunk. Even if it had a limitless supply of the best software ever made, I challenge anyone to say why people would actually want to use it for extended periods.

[simplyluke]

Yes, just like spreadsheets and email have been the ultimate killers of many startups run by smart people; the modern smartphone, laptop, and to a lesser extent tablet, have been the killer of many cool hardware ideas.

After a ~decade of very serious investment from multiple huge corporations, there's still not a compelling use case for VR goggles that's not achievable for the vast majority of people with either a laptop or their iphone.

Look around on any public transit ride anywhere in the world, we already live in the metaverse. It's just small glass rectangles + headphones instead of headsets because that's a better form factor for most people.

[benoau]

The TV shows and stuff were never in competition for their money, they spent over $700 billion on stock buybacks in the last decade that's where it went, and they certainly could have spent a miniscule portion of that to ignite the iPad and AVP software scene. It will be interesting to see if they change approach with the folding iPhone, the rumour mill says it won't support iPad apps so it is primed for the same problem.

[cm11]

I know they spent time catering to companies to build iPad apps. I worked on some stuff where Apple had reached out to build our existing desktop apps to be optimized for iPad's specific use cases. To be honest, I don't think our team did a very good job of focusing on iPad's unique features and the contexts in which it was/could be used, but I was also fairly confident that iPad was very limited for work (especially then).

Some of the user research was around the mental models behind switching to do deep work on a desktop/laptop—though they're still blurry with younger phone-first (or phone-only) users. It's not unlike why the UI for work software should be different than consumer stuff. If you're there everyday, you don't need stuff hidden and progressively disclosed. You'll learn it, adding extra clicks is worse. The cockpit is better this way. It's not clutter. Obviously, with a laptop you get a full keyboard too whereas the iPad's addition is the touch screen, which has it's merits, but is a much blunter fat-fingery input. And people would talk about how you can add a keyboard, but you know, if the user is doing that, should they not just bring their laptop?

I remember at the time trying to pitch a mindset that a laptop is a portable device. Sure it doesn't fit in a pocket, but neither does an iPad. So even the use cases you'd have away from your desk aren't exactly carve outs for an iPad experience.

[bullfightonmars]

You can't throw money at software and get better software on the other side, see Meta(verse). Better software requires focus, which may mean spending less money instead of more.

[torton]

iPad is the best consumption device in existence. Reading, video, casual games, it handles all without breaking a sweat. And as speech recognition and translation into intent using LLMs and other tools continues to improve, the keyboard will become less critical and so will be the shortage of screen real estate.

I'm excited about the future of the tablet form factors.