Apple's Craig Federighi Talks iOS 15 and macOS Monterey With YouTubers

[Nikita_K]

Apple software engineering chief Craig Federighi this week did a series of interviews with YouTubers, sharing iOS 15 highlights and tidbits with them. Each YouTuber was able to ask Federighi targeted questions about the new update using FaceTime.

Andru Edwards talked to Federighi about Apple's focus on togetherness with iOS 15, iPadOS 15, and macOS Monterey features like SharePlay in FaceTime and Shared with You in Messages. "We have so many ideas that come up over time, over years. And then there comes a moment when we can suddenly connect them all in a meaningful way and they're right for the moment, and we go for it. This year was one of those," said Federighi.

"With so many of us apart having to connect over distance, we were craving that connection and that ability to be together virtually but still share things with one another and to have all that context for connection." Federighi went on to say that Apple likes to work "thematically" without just "dribs and drabs" of unrelated features. "If we can pull something together to be bigger than the sum of its parts, then that's the moment to really go for it, connect all the threads."

TechMeOut asked Federighi which iOS 15 features he's most excited about. "I think if I had to pick

They should of asked him why there is no re design, split screen, interactive widgets and why iPad was just catch up from iOS 14

Oh, all these “interviews” by YouTubers are just a complete waste of time as they are just part of marketing strategy. The worst and most stupid ones are with Apple marketing people who make passionate faces and pronounce their mantras “features, excellent product, customer satisfaction, we at Apple care bla bla bla”.

These YouTubers usually understand nothing in coding, engineering economy, advertising and are just happy that they are talked to. Look at their “tests”: “video editing is so easy and fast!, I’m in love with my iPad!”nobody cares about video editing. Pathetic. So they just kiss Apple’s ass in these “interviews “.

 

[cmaier]

Perhaps somebody should have asked him the following…

1: Why are you purposely restricting some features in Monterey for people still on Intel machines.

Because Intel machines don’t have neural engines?

Next question.

 

[spotlight07]

Disappointed that TechLead was not selected for an interview.

 

[Frustratedperson]

Because Intel machines don’t have neural engines?

Next question.

Yep. Apples Google earth ripoff for example needs a neural engine (big yawn). Google could do it on intel hardware all them years ago but noooo Apple needs the neural engine. It doesn’t. I’m sure you already know that given your ubiquitous smart arse replies.

 

[hatchettjack]

To look cool on the internet?
Funny the questions you just made up aren't the real questions everyone is wanting answers to

MacRumors the website may be obsessed about the car, most of us could care less.
Why does iPad OS not deliver the ability to use the hardware released on the iPad Pro which is priced 2x the cost of a fully functioning MacBook Air when equivalently configured?

There is a reason Apple chose the channels they gave interviews to instead of the channels that typically cover Apple to huge audiences and have all been extremely disappointed with iPad OS multiple years in a row.

Well the iPad Pro has a very expensive camera vs the MacBook much better screen than the MacBook! Maybe that’s why it costs more? Or maybe it costs more because of its touchscreen capabilities and Apple Pencil capabilities? Or maybe because it has cellular? Or maybe because as is it’s the best tablet ever made!

 

[richpjr]

A step of many to get to the goal. You you don't see or think these things are unnecessary, that doesn't mean they are.

I don’t disagree with the idea of interviews to reach out to potential customers. I still stand by my point: if they are influenced to suddenly become Apple customers from these softball, nothing interviews, they are utterly gullible.

 

[richpjr]

Pretty much. I keep seeing people mentioning mkhbhd or something. Never heard of this guy. Couldn’t find anything written by him. So had to force myself to watch YouTube of all things for a few minutes. I don’t get it. Looks like a kid. Has no professional experience. Why would anyone take this guy, his idiot reviews or his thoughts seriously? He’s clueless. It’s a sad state to see anyone following these idiots on YouTube.

I have watched a couple of his and they were okay. He does make over $2 million a year from his YouTube channel so he surely is doing something right.

 

[cmaier]

Yep. Apples Google earth ripoff for example needs a neural engine (big yawn). Google could do it on intel hardware all them years ago but noooo Apple needs the neural engine. It doesn’t. I’m sure you already know that given your ubiquitous smart arse replies.

Congratulations on finding the one counter-example on the list (which uses metal features not supported by intel chips), but nicely done.

 

[4jasontv]

Pretty much. I keep seeing people mentioning mkhbhd or something. Never heard of this guy. Couldn’t find anything written by him. So had to force myself to watch YouTube of all things for a few minutes. I don’t get it. Looks like a kid. Has no professional experience. Why would anyone take this guy, his idiot reviews or his thoughts seriously? He’s clueless. It’s a sad state to see anyone following these idiots on YouTube.

90% of sales is relating to your customers. I bet a lot of their subscribers relate with them. Saying he looks like a kid with no professional experience means nothing if he is selling his content to enough people.

 

[Eso]

Because Intel machines don’t have neural engines?

Next question.

So you're telling me that it would be impossible to code equivalent software that could accomplish the same thing on the x86 architecture? Is that really where you want to go?

Or is it just maybe more likely that they didn't care to do the work considering that they are transitioning to Apple Silicon anyways.

 

[cmaier]

So you're telling me that it would be impossible to code equivalent software that could accomplish the same thing on the x86 architecture? Is that really where you want to go?

Or is it just maybe more likely that they didn't care to do the work considering that they are transitioning to Apple Silicon anyways.

So they should code it twice? Or code it just to use the “least common denominator” hardware available in both architectures, so it runs worse (slower and consuming more power) on M1?

Maybe we should all do our jobs twice, just so nobody gets upset.

 

[Steve121178]

Why still no iPad calculator?

Sick of seeing people moan about the lack of a stock calculator app. Just grab PCalc from the app store and never look back.

 

[Eso]

So they should code it twice? Or code it just to use the “least common denominator” hardware available in both architectures, so it runs worse (slower and consuming more power) on M1?

Maybe we should all do our jobs twice, just so nobody gets upset.

Maybe, considering they are still selling numerous computers on Intel, including their most expensive desktop Computer that starts at $5,000 for the tower. God forbid asking the most profitable company in the world to support all of their current products for some pretty modest, once-yearly updates.

 

[Steve121178]

Pretty much. I keep seeing people mentioning mkhbhd or something. Never heard of this guy. Couldn’t find anything written by him. So had to force myself to watch YouTube of all things for a few minutes. I don’t get it. Looks like a kid. Has no professional experience. Why would anyone take this guy, his idiot reviews or his thoughts seriously? He’s clueless. It’s a sad state to see anyone following these idiots on YouTube.

MKBHD's channel produces some amazing content. He's someone interested in tech and has made a very successful living out of talking tech. To say he's clueless and an idiot says more about your ignorance than anything else.

For me, Max Tech has taken over as the #1 tech channel on YouTube as they always have videos up that answer and investigate the burning issues of the week. Their in-depth analysis & coverage of the M1 Macs & iPad has been first class and provided me with highly useful information.

 

[matrix07]

I could never get their original wired ear buds to stay in my ears

Neither could I, yet AirPods fit perfectly with my ears. I even exercise with it.

 

[matrix07]

Craig should be the CEO. He has great presentation and social skills, seems friendly and approachable to everyone, and has an infectiously positive attitude.

I support this view.

 

[ian87w]

Damn, Apple must pay Craig extra bonuses for becoming the company’s marketing/spokesperson. Seriously, after everything and he still had to do these? Where’s Apple marketing team? Where’s Joswiak? He’s he marketing chief, Craig is software engineering.

 

[ian87w]

Craig should be the CEO. He has great presentation and social skills, seems friendly and approachable to everyone, and has an infectiously positive attitude.

Those qualities != CEO qualities. This is why Jobs hired Cook. Jobs knew that he’s not a CEO person, he’s a hands on product person. Thus despite his title, he needed a person that can actually do CEO job. Cook had been the shadow CEO even when Jobs was still around.

The question that should be asked is, where’s Joswiak? He’s the marketing VP. He’s supposed to be the one doing these kind of things. If Apple software is lacking in quality, it’s probably because Craig is way overworked, having to become the company’s spokesperson in the midst of a software event WWDC.

 

[ian87w]

So you're telling me that it would be impossible to code equivalent software that could accomplish the same thing on the x86 architecture? Is that really where you want to go?

Or is it just maybe more likely that they didn't care to do the work considering that they are transitioning to Apple Silicon anyways.

Clearly the latter. Why spend resources on a platform that you are putting to legacy status? Make sense though.

 

[Zachari]

I bet none of these youtubers asked hard hitting questions about why iPadOS is severely lacking. Probably heavy restrictions and not actually a freeform conversation.

I work in the news industry in DC, and knowing Apple this is even truer: Everything is planned to a T. The youtubers are given talkers (talking points) and they must stick to those questions, or have Apple pull out of the interview and they will miss out on those sweet sweet views.

This is why every Apple interview with these noob interviewers look scripted and cringe.

Apple. Control. Who’d a thunk?

 

[lah]

The question that should be asked is, where’s Joswiak? He’s the marketing VP. He’s supposed to be the one doing these kind of things. If Apple software is lacking in quality, it’s probably because Craig is way overworked, having to become the company’s spokesperson in the midst of a software event WWDC.

Simple, Craig is definitely more charismatic and frankly more approachable than Joswiak. Craig has built up this persona the past few years presenting at keynotes and it’s logical for Apple to run with it.

 

[ian87w]

Simple, Craig is definitely more charismatic and frankly more approachable than Joswiak. Craig has built up this persona the past few years presenting at keynotes and it’s logical for Apple to run with it.

Then hopefully Apple is paying Craig top dollar, plus a lot more. Imagine you were the VP of software engineering, and there's a huge event about software, and then you still had to sit down with a bunch of youtubers doing PR and marketing.

 

[ian87w]

Maybe, considering they are still selling numerous computers on Intel, including their most expensive desktop Computer that starts at $5,000 for the tower. God forbid asking the most profitable company in the world to support all of their current products for some pretty modest, once-yearly updates.

macOS Monterey still supports intel based Macs. So I'm not sure what you're talking about.
The intel based Macs still works as advertised when they were launched. Can't blame Apple for putting new features on new Apple Silicon Macs. If you bought intel Macs with the hope of getting some new features years later, that's not a good mindset, not good about tech overall. Buy a tech based on what it can do on your purchase day, not on what it might be able to do years later.

 

[ian87w]

Not surprised MKBHD did not get an interview. He had a good video on Apple and right to repair. I don’t know any of the YouTubers in this article.

All less than a million subscribers, I think it makes them more careful with their questions.

Or maybe they take turns? MKBHD had a chat with Craig last year I think.
I can see that if Apple picked the top youtubers, people would come and complain that they only want the spotlight of big name youtubers. Looking at this from a positive angle, Apple wanted to be "fair" and put spotlight on their less famous fans.

I mean if we only see interviews with iJustine or MKBHD, imo it's more boring since both have been talking about Apple all the time in their regular videos anyway.

 

[Frustratedperson]

Congratulations on finding the one counter-example on the list (which uses metal features not supported by intel chips), but nicely done.

You are totally missing the point. Apple purposely designed all the features that can’t be on an intel machine so that it can’t be on an intel machine. What’s the ratio of people on intel macs and Apple silicon macs? It’s heavily in favour of intel macs at the moment. Why force people, some of which have spent fortunes on Apple products, to upgrade to an m1? It’s crap service.