Apple – Life on the Wicked Stage: Act 3

Thoughts Before WWDC 2026

Looking ahead and looking back

Wait and see.

That’s the summary of my thoughts for Apple’s World Wide Developer Conference this year. That event happens next week. The waiting and seeing will happen over the summer, possibly all the way until this time next year.

I’m not talking about what Apple will talk about at the conference and in the keynote. I’m talking about what they actually deliver down the road and when they deliver it for the numerous operating systems with 27 tagged on at the end. Some will get love. Some won’t. That’s nothing new. (Ask iPad users.) For a company with so many resources each year’s releases always seem to curiously remind me that Apple picks a platform to focus on, and seems content to let others wither on the vine for a time.

To be fair, I’ve always had a wait and see attitude towards most tech announcements, because what looks sexy and is hyped in the demos, press releases, and podcasts, sometimes makes it into the hands of users, sometimes not. Prior to 2024, Apple usually delivered on what it promised. But that changed with Apple Intelligence. A name I bet they wish they’d never let see the light of day. They didn’t deliver then and haven’t since. They promise they will this time, although who knows what that will really mean. The weight of wait and see has become heavier.

This also comes at a time when there’s a burgeoning backlash building among consumers against anything related to Artificial Intelligence. So the climate is not nearly as inviting as it was two years ago. For what’s it worth, I think it’s becoming harder and harder to sell any product or feature that guarantees its inaccuracy up front, promising to do better in the future. But there sure seem to be enough takers and talkers thinking different on that than I.

Curiously, Apple seems to be hedging its bets, apparently set on using Google’s AI as the foundation. Some say that’s a place holder until Apple rolls its own AI after it’s mistaken first rollout, the way it did with Maps. Some say it’s a wise move for the future because it might save Cupertino some cash and more blowback from having to build out its own data centers. I say, wait and see.

From what I read Google may be reinventing itself and the Internet with its efforts, but those efforts aren’t meeting with thunderous applause and accolades. At least compared to Google’s competitors. Besides effectively putting Google in the catbird (chatbot?) seat driving all AI chatbot activity on the majority of handsets sold on the planet (Android and iOS), who knows how it will turn out. No chatbot can predict, nor can any human. That said, the marketing puzzle about what’s Apple and what’s Google is going to be fun to watch play out, even in the end it’s going to be meaningless to most consumers.

There’s also word that this year’s OS releases will also focus on fixes and not new features the way Snow Leopard did for Leopard on Macs back in the day. Intriguingly there were quite a new features for Macs in that release. Speaking of Macs, there’s also talk that they will see more of Liquid Glass than we saw the first time around. To be honest, I’m grateful for last year’s comparative neglect of Liquid Glass on the Mac. I’m waiting and seeing with a bit of trepidation how attention is focused on that this year. I’m also waiting on the day when someone finds a way to sell me on rounded corners on rectangular displays.

I would welcome fixes. Boy, would I welcome fixes. I’ve long maintained that the cadence of Apple’s OS release cycles is too rapid to allow it to effectively address problems. I get that there’s a long view and a necessity to look ahead, but when you’re hearing leaks about the next year’s efforts before this year’s are announced I think the tempo is too fast and it becomes too tempting to push things off until the next year.

I’ve written about a number of things that bug me off and on. Because they bug me off and on. I’ll list some that stand out that I wish would get attention. That said, most seem to fall back on issues with iCloud. Hearing talk that however Apple rolls out the new Siri or chatbot feature will allow that feature’s chat history to sync across devices via iCloud gives me a shutter. I’m guessing that will lead to more unexplainable stops and stutters in iCloud syncing in general.

So, here’s a small list of things I hope, but am not counting on, seeing addressed.

iCloud syncing. Just make it reliable and give us Sync Now buttons. We get one is Messages. How about the rest of the core apps?

Perpetual Betas: I know, and respect that Apple is continuing to work on each new operating system throughout the year. Kudos. It can’t be easy. That said, find a way to keep from mucking things up on the backend for users who don’t participate in betas. Perpetual beta weirdness is hell for normal users.

Phone app. Apple made significant changes last year. They need to make more. There’s no reason in the world I can see for not going all in to help users more efficiently get rid of unwanted or fraudulent calls.

Error Messages. Tell us more. Yes, I know something failed. Tell me more about what failed and point to a solution or information that can help me find out more.

Apple Mail. Rules in Apple Mail need to work consistently, or just be done away with. Features in Apple Mail on iPhones and Macs need to be brought into line with each other. It makes a mockery of trying to unify things between iOS and macOS.

Shortcuts. Yesterday’s future is probably some tomorrow’s further fading feature. Shortcuts are great when Apple doesn’t change things behind the scenes that cause them to break. That happens too often. Rumors that you’ll be able to create them via a chatbot sounds potentially promising. But if they are still going to randomly break, what really is the point?

Contacts. A small amount of attention could do wonders with this seemingly forgotten, yet essential app.

Apple Music on the Mac. Why is this app so bad for a company that says over and over again that it loves music?

Reminder Notifications for Shared Reminders. There has to be a way to programmatically dismiss a shared reminder notification once it has been completed and marked off. Fix it. It is just simply annoying. Especially in the context of all of the improvements in the Reminders app the last few years.

App Store. For a company that spends untold amounts of money on its brick and mortar stores, I remain shocked at how they can be proud of the software versions of any of its App Stores.

watchOS Software UI: We’ve already heard there won’t be much in the way of changes for the Apple Watch this year. But at least pay attention to some of the software design.

Settings. Find a way to clean up this mess. There has to be a way.

Note that many of the issues listed above are still hanging around and are the same as in my list last year.

As much as the attention will be on whatever Apple attempts with Apple Intelligence after WWDC 26, attention will also quickly pivot to the fall when new devices are announced. Given that we’ve heard countless times that devices like Apple TV and HomePods, and other home related products, are waiting in the wings for software focused on AI features to catch up, it will be curious to see what attention, if any, they get during WWDC. I don’t think those devices will be announced until the fall. I don’t expect any hardware announcements of any kind next week.

Speaking of waiting in the wings, much will also be made about this being Tim Cook’s final WWDC as CEO with John Ternus due to take spotlight this September. Much attention will be paid to the semiotics surrounding all of that during WWDC and after. That will be interesting to watch, but since WWDC 2026 feels more and more like a catch up year all around, I’m guessing next year’s event might be more telling. We’ll have to wait and see.

So, there’s my thoughts. That and nickel won’t buy you anything.

You can also find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above. This site does not use affilate links.

Two Weeks and Pinky Promises

Promises, promises

Two weeks. We’re all more familiar than we’d like to be with Donald Trump’s announcing anything and telling us it will manifest in two weeks. It’s become a joke worth laughing at, but without a punch line. It’s become mundane.

Two hands joined in a pinky promised. Photo by Olivia anne snyder wT_BwKOeEik unsplash.

We’ve also become accustomed to hearing promises from tech companies, that a safer and perhaps smarter course of action is to look askance with a skeptical eye, or perhaps turn a deaf ear. Autonomous driving is one of those, (as is anything Elon Musk promotes) and so too are most of the promises about achieving some sort of Generative Artificial Intelligence that might lead us all into some future where we all don’t have to work, money becomes no object, and all of our problems are solved. Let’s not forget curing cancer.

If we’re standing in the “foothills of the singularity,” I’m guessing those enjoying that view drove there instead of climbed.

It’s one thing for politicians and anyone trying to sell a product to make promises. It’s quite another when the world’s economy turns on the hype, yet never seems to suffer ill effects when deadlines are missed, ignored, or just punted down the road again and again.

Apple caught much deserved grief over its Apple Intelligence promises in 2024, as of yet still unrealized. But that seems to be one of the rare occasions when failure actually left a mark. Even so, that gigantic mistake seems to be have been quickly forgotten. It certainly doesn’t seem to have affected Apple’s bottom line. Even a class action settlement between Apple and those who bought into the promise when they bought a new iPhone doesn’t seem to have caused much of a ripple.

Even when software products are released, it feels like we’re too often in a perpetual beta, always waiting for the next update. When it comes to AI, there are so many bets being made on it being our future, even with all of the products today warning us that they are imperfect and capable of mistakes. When will someone pushing that hype tells us that those warnings will one day be gone? I’m guessing never. At least if the lawyers have a say.

I guess I’m showing my age when I say I grew up in a time when if you announced a product you were judged on whether or not you delivered. If you didn’t, how you handled the broken promise mattered.

They say all good things come to those who wait. These days there are times when I wonder if any of it is worth any of the wait. The promises sure aren’t.

(Image from Olivia Anne Synder on Unsplash)

Sunday Morning Reading

Wandering through the Internet, disregarding along the way

We live in interesting times. I’m spending a lot of my time being interested in watching my grandkids develop, and watching everything around how I thought they might grow up change. In my opinion, change not necessarily for the better. They won’t know what things changed from necessarily, unless they choose to look into it. That assumes they’ll be able to do so the way we can now. I have my doubts about that. Regardless, that’s tomorrow. Here are some links to share in this edition of Sunday Morning Reading.

A close-up photograph captures a bronze statue of a young boy sitting on a stone bench outdoors, absorbed in reading a book.

Terry Godier says the Internet is dying. I’m not sure if it’s dying, morphing, collapsing in on itself, or just in the midst of growing pains, but I take the point. Check out The Boring Internet. (That’s a link to the text version. There’s also an animated version here. Quite nicely done.

JA Westenberg believes Nobody Is Destined For Greatness. I happen to agree. Shakespeare gave his greatest comic villain, Malvolio, lines about being born great. I wish I could label our current day villains as comic. Perhaps one day.

Derek Sivers reminds us that Geography Is Four-Dimensional. How true. There’s a reason Shakespeare more often than not capitalized the word “Time.”

Stories about religion occasionally get shared here. Mostly they are stories about how it’s really not religion, but a cover for grift and abuse. This is one of those. He Remade The Southern Baptist Convention In His Image. Then Came The Abuse Allegations by Robert Downen chronicles yet another of those tales we seem to hear far too frequently these days.

For another take involving religion, check out Neil Steinberg’s Being Formed By Christians Does Not A Christian Make. He quotes Thomas Jefferson’s “It does me no injury for my neighbor to say there are twenty gods, or no god. It neither picks my pocket nor breaks my leg.” I’m not sure we can say either of those things any more.

There was a bit of a funny fracas after Google’s all in on AI announcements this week at its annual I/O conference. Apparently for a short time after Google announced big changes to Search, you could not Google the word “disregard” and expect the usual quick definition. Google quickly fixed that. The root of the problem? “Disregard” is an AI command that you have to put in a prompt to keep the AI demons from you know, making a mistake. Check out Russell Brandom’s quick story, You Can No Longer Google the Word ‘Disregard.’

Speaking of Artificial Intelligence, the talk is all about agents. (Actually that’s been the talk for a while, the volume is just increasing.) Hayden Field thinks If Google Can’t Make AI Agents Useful, Maybe No One Can. FWIW, I think Hayden is spot on.

In an article The Economist credits as anonymous, someone thinks Vladimir Putin Is Losing His Grip On Russia. Perhaps that’s true. I don’t know about you, but I’m as tired of hearing about autocratic oligarchs losing their grip as I am about hearing all of the promises about generative AI and autonomous driving being just around the corner.

If you’re interested in just what the heck Sunday Morning Reading is all about you can read more about the origins of Sunday Morning Reading here. If you’d like more click on the Sunday Morning Reading link in the category column to check out what’s been shared on Sunday’s past. You can also find more of my writings on Medium at this link, including in the publications Ellemeno and Rome. This site does not use affilate links.

Google Is Paving A New Information Superhighway

Getting from here to there is about to change

This is a feelings post. Meaning it contains things I feel, more than things I know or can reliably speculate about. It comes in the wake of Google’s announcements at its recent I/O conference.

An expansive aerial, high-angle photograph captures a major highway demolition and construction zone cutting through a dense, forested landscape under an overcast sky.
In the immediate foreground, an old concrete overpass bridge is actively being demolished. Several large excavators—colored in yellow, blue, and orange—are positioned around the rubble, using hydraulic breakers to smash the concrete structure into a large pile of grey debris, sending up small plumes of dust. Stripped brown dirt embankments frame either side of the demolition site, bordered by bright blue temporary construction barriers.

The way I’m feeling things, Google is essentially repaving what we’ve been referring to as The Information Superhighway, better known as the Internet.

Gone (or soon to be gone) is the Google most Internet pedestrians think of when they think of Google. Google has decided it’s ready to quit A/B testing and slowly spoon feeding us Artificial Intelligence, and chosen to bulldoze new paths ahead that will be all AI, all the time, everywhere.

From what I’m seeing if you want to use Google’s products, whether it’s on a Google device, Samsung or other Android device, or even an Apple device, you’re serving Google in larger ways, while serving yourself.

This has and continues to be a race that Google has always had the resources to win, and for the next few laps at least it feels like they will. Frankly, I don’t see the others being able to compete on that scale, for the simple reason that like it or not, Google is far more entrenched in users minds as a go to than any of the others.

Also, the other competitors may be good at creating code, but they appear far more incompetent at selling what they offer. Google has become pervasive enough, that it doesn’t need to care as much.

As to feelings, this does feel bad as it feels inevitable. I liken it to the days of Interstate construction that spread across this country. Entire generations have grown up not knowing how to drive great distances without traveling along an Interstate. Sure, there are folks who avoid them and take their time along more conventional routes, but that’s a very distinct minority.

Eventually there will be entire generations that will never know what the verb “Google” meant, the way those understand it today, just like those pre-Interstate generations of drivers. Even so, I’m guessing using it as a verb will probably mean the same to those down the road in the same way my grandkids don’t distinguish driving to grandpa’s house any differently than I do, when what today would take less than an hour, back then took at least two, often three.

But like many communities that slowly died out when Interstates and expressways bypassed towns, depressing changes will come to the Internet as Google owns more of the traffic and shares less, and essentially has to charge tolls to head down it’s superhighway, that used to be free.

I’m still digesting the news from this week, and I don’t think the story has been completely told yet. There’s also no way to know that if any of these promises will ever pan out. (Google is as famous for announcing what might never come to pass as it is for search.) That’s why this is a feelings post. Perhaps one of the most unsettling feelings I have about all of this is that Apple, by adopting Google’s approach to AI, in lieu of its own failing efforts, is helping create an Internet universe that for most users, will essentially be controlled by Google. Samsung is already all in, Apple as of this fall will be too. That essentially means that buying a smartphone from one of the largest two sellers, or any other that uses Android, is buying a ticket to travel on Google’s superhighway.

The various theories that suppose Apple is doing this as a stop gap until it can come up with its own solution the way it had to with Maps back in the day, don’t hold much water in the vessel that is my brain. There’s money to be made certainly, but there’s money (lots of money) that needs to be spent to construct all of whatever Google thinks it has going. My hunch is Apple will let Google spend the dough, take the credit and the blame, (there will be plenty of both) and happily collect a percentage as long as it can still sell iPhones and other hardware.

We live in interesting times.

(Photo from Rob J. Follet on Shutterstock)

One Button Only Apple When It Comes To Unwanted Spam Calls

Make it simple. Simple works.

I know from the many complaints I’ve seen around social media that far too many of us are receiving unwanted phone calls from supposed loan officers wanting to hook us up. I bet I’ve gotten hundreds of these since this wave of spam and fraud began earlier this spring. I’ve written in the past about the changes Apple made to its Phone app, (here and here,) designed to help with the avalanche of unwanted calls such as these. I’m not sure the new system is an improvement, though. As Cupertino gets ready for WWDC 26, I’m hoping Apple will actually take a much stronger step. Actually it should be the step to end it all.

One button. Just give us one button, Apple, to block, report, and delete any unwanted call and associated emails. Make it fun. Maybe license the “One ping only” line from The Hunt for Red October and put that on the button. Make purging spam fun, not tedious. One ping only, please.

At the moment in order to ban any trace of an unwanted call that leaves an AI generated voicemail you have to take three steps. There’s no third time is the charm here.

To get rid of that voicemail, you have to open the transcript and choose Report Spam And Delete to nuke it.

New Shareshot.

You then need to go to the Unknown Callers screen and Block and Report spam by swiping left to reveal a little orange hand that is the Block button, and then choose to Block or Block and Report Spam.

New Screenshot.

And then you need to delete the call itself from the Unknown Callers screen. Or you can Delete And Report Spam.

New Screenshot.

I don’t think a system needs to be artificially intelligent to know that if I choose to block a number in one place, I’m not that keen on seeing it anywhere else.

Bottom line, there should only be one button. No need to slide to find it. Put it right there in the Unknown Callers screen that will Block, Report, and Delete any trace of the offending call. Give us the options, sure, but in one place, from one button.

FWIW, the same could be said about Messages. One button, only. That’s all we need.

Make it simple, Apple. Simple works.

Indigo: A Well Designed Social Media App For Those Who Need It

Good design and execution matter.

Here’s something I’ve been recently thinking about software. There’s really nothing new under the sun. And the skies have been cloudy for a good while. It feels like we’ve reached a point where the only difference between apps within a category boil down to execution and design. Often not even then.

Perhaps we’ve exhausted all of the ideas for what software can do and we’re just looking for a better iteration of what we already have at hand.

I’m talking on a consumer level. Beyond whatever AI supposedly offers, and the explosion of social media apps that happened when Twitter x-ed itself out, I can’t name an app or piece of software in the last few years that wasn’t a different version of something that already existed. Even AI software feels like it’s more of the same, just at a quicker pace.

Certainly there are nuances. But over time they tend to blur. As an example, take weather apps. They’ve all recently followed the leader (I don’t know which app that was) to display variable forecasts from different weather sources. It’s a good feature given that weather services can offer different forecasts. But as most weather apps have quickly adopted similar features, once again there isn’t much of a differentiator between them. Unless Carrot Weather’s bell weather use of insults is your cup of tea.

Don’t get me wrong. Execution and design can (and should) go a long way. Even more so when all things seem much the same or serve the same purpose. Beyond price, that’s really the only big differentiator.

It’s why I’ll try out an app that looks like it doesn’t offer anything beyond what I already have. Within that personal scope, let me say that the new social media browsing and crossposting app Indigo is worth your attention if its functionality fits how you use social media.

Indigo is the creation of Soapbox, the developers who created crossposting app Croissant. (I wrote about it when it released.) While Croissant allows you to cross post to Mastodon, Bluesky, and Threads, (functionality I find useful), Indigo is meant primarily to merge and scroll through a single timeline of your Mastodon and Bluesky feeds. You can also crosspost to both if that’s your desire. Threads isn’t included, as it doesn’t allow for viewing its timelines in the same way, which is curious as it is supposedly federated with Activity Pub.

If scrolling social media feeds is your thing, Indigo is certainly worth a look. It’s very well designed, and easy to discover its functionality.

It’s a first version of the app, and as one of the developers, Aaron Vegh says on his blog, “The Indigo we’re shipping today is going to be the worst version.” For the worst and first version, I believe Aaron and Ben McCarthy have done an excellent job. (You should read both Aaron’s and Ben’s blog posts. Ben’s describes the functionality quite well.) Having followed the development of Croissant since its release, I’ll say that the care they’ve used in the past with that app points to the same for the future of Indigo.

If you use both Mastodon and Bluesky, once you sign in to both through Indigo, you see your feeds merged together. You don’t need to use both social networks. The functionality is the same if you prefer only one of the two social networks. So, if you’re user of only one, it could replace whatever app you might currently be using.

One of the nicest design touches, and obviously an essential one, is that it’s easy to distinguish where things are coming from if you merge your timelines. Mastodon links are purple and those from Bluesky are, well they’re blue.

You can tell if a post is crossposted between the two networks, and another nice feature is that Indigo will merge the two in some cases (timing plays a part) so you don’t see them twice. You can switch between each version and take actions like quoting or replying to both at the same time.

If you’ve used Croissant to crosspost, doing so on Indigo will feel very familiar. Notifications, should you choose to receive them on your device, work as you would expect. The Notification tab in the app is quite well done and easy to understand.

The app is available for the iPhone, iPad, and Mac, and a single subscription covers you across devices. There is a free tier that’s read-only. If you’re interested in Indigo, the free tier is read only. That’s good way to determine if the excellent design of the app appeals to you.

If you use both social networks and would like to combine your feeds into one timeline I think Indigo is worth a look. Let me say this about Indigo and my social media usage. The single merged timeline feature has its attraction, but it’s not something that’s a high priority for me and that brings me back to the beginning of this post.

I like to keep my eye out for developers who focus on good design and good functionality. That’s the case with Indigo. As in this case, an app may not fit my needs, but I’ll remember the developers or company behind it. It’s much the same way I follow good theatre or film directors, and good writers.

I don’t see many new ideas or new needs to fill coming down the software or app pike in the near future. That may say more about me than it does the software market these days. Even so, that view of mine has me paying even closer attention to those who care about the look and feel of what they produce.

(image from the author)

MacBook Neo and iPad: Here We Go Again

Tired arguments get a new leash on life

When Apple released the MacBook Neo it was obvious to most that Apple had introduced a product that would shake up the larger laptop market. Lurking just underneath that obviousness was how it might or might not affect the iPad market. It was only a matter of time and timing, before those who, both rightly in some cases and wrongly in others, criticized Apple for not delivering the iPad of their dreams that could do anything and everything seized on the Neo’s success as a pivot point in the discussion.

An iPad Pro with a scribbled message that says iPads and Neos. There is an Apple Pencil laying on the iPad

The quest for the perfect device for everyone is and will always be an imperfect one. Much like the arguments. In addition to its impact on the laptop manufacturing markets, the MacBook Neo proves just how imperfect those arguments are. Yet, there’s already a large dollop of discourse saying that the Neo proves Apple’s iPad strategy needs adjusting. Add to that the rumors of a touchscreen Mac that continue to recirculate the same way the iPad discussion does just prior to WWDC each year.

On Michael Tsai’s Blog there’s an excellent collection of links and comments that’s worth a look if you’re at all interested in this ultimately meaningless debate. The links feed off a post from Craig Mod, titled MacBook Neo and How The iPad Could Be, that argues “iPads should be radically touch only and MacBooks should be keyboard-first.” I can’t say I disagree. But I think the discussion should go further than either/or.

There’s got to be several data centers worth of AI-scraped web articles on the ups and downs of the iPad floating around and how Apple’s strategy held it back. And yes, the iPad has had its ups and downs. But I would argue that’s mostly, not completely, a question of preference rather than any “the iPad should be this or that” win or lose proposition.

Being an iPad user since the first edition, I’ll say this. Most of the dissatisfaction I’ve seen over the years comes from those who wanted the iPad to be more like a Mac than those who used it primarily as a tablet. Without trying to be derisive, I’d venture to say that most who complained were keyboard jockeys by trade. I don’t begrudge them their complaints. From that perspective the complaints did and still do make sense. In many ways they were following Apple’s lead from the “What’s a computer?” days, before Apple abandoned that tack and sailed into broader and more lucrative waters with Apple Silicon.

Admittedly I’m showing my own preference here. I use an iPad as a tool in my work as a theatre practitioner. I’m on my feet with a script on my iPad, using an Apple Pencil to take notes. If I need to do keyboard work in the rehearsal room, I plop the iPad on a Magic Keyboard, do the keyboard related task, then pop the iPad off again and get back on my feet. When I’m back in my digs, I mostly work on a Mac. Apple’s ecosystem makes this all possible. When it works well.

Personally, I hope Apple keeps developing and delivering all of its current line of products. Stretch capabilities in some to the limit, and limit others with less.

The current lineup serves me well. Frankly, I can’t imagine any changes Apple could make that would alter how I work. I’d be content with that future, even though I know the tools I’m going to use are going to change regardless of my current comfort zone. If that future is all about creating hardware to run AI, as it appears to be, the decision points are going to shift away from most of the spec and capability differences we’ve been accustomed to in the past anyway.

Craig Mod argues that “the specificity of our tools should be radically clear.” I buy the argument, but extending the discussion I’ll say it’s better to have more capability than less. Most users don’t touch anywhere near what even the most limited devices can offer. In my experience they find their way to whatever level they need, which is a much lower one than most realize. Those of us who may made need more, don’t understand that most users couldn’t care less.

Moving on, and with the “What’s a Computer?” miscues behind us, Apple’s current challenge and our headaches stem more from Apple trying to meld its operating systems into some sort of grand cohesive vision that feels the same across all of its devices. Admirable. But ultimately flawed in the same way that each different computing device Apple sells is as different as any two users who use that same device. Vive la différence.

I’m sure Apple gets that, but until the MacBook Neo that wasn’t quite as smack the Apple press in the face apparent, even though there have been lesser featured iPads at lower price points prior to the Neo. You could argue the same about the iPhone Air, but the higher price obscures the point.

With talk of higher priced “ultra” iPhones and who knows what else supposedly on the horizon, who knows where all of this really leads. I’m guessing Apple will be more than content to have a multi-layered series of price points attracting customers from both the low end and the high end. That all leads to more users spending money on Apple services and that’s the key to Apple’s continued growth. More hardware entry points (price) bring in more users than new features most won’t ever use. It’s simple math.

As long as Apple’s hardware profit margins can be maintained across its lineup, even with lower priced and perhaps less capable hardware, it’s pretty much a slam dunk. The success of the Neo not only points to this strategy, it should also point ahead to a diversified hardware lineup that fills many needs, as long as there is a clear and distinct choice for the toolsets that suits them best.

(image from the author)

More Thoughts On The Cook/Ternus Changeover

Honeymoon timing

Yesterday’s news of Tim Cook handing over the CEO mantle to John Ternus was news only in the sense of the timing. As I said then, it’s been expected for a while. It reminds me of any Apple rumor. It’s not true until it’s announced, even though most of the announcements turn into mostly confirmation these days. Note that Wall Street barely moved a tick on that news today. That tells you how well the ground was laid.

Apple ceo jpg.

Of course yesterday’s announcement has prompted exactly what you would expect, yielding tons of coverage on websites and podcasts. For Cook there have been accolades and brickbats, both deserved. For Ternus there has been excitement and a little caution.

Before I get to some thoughts of my own, here are a few links I found worthy of sharing because they stepped outside of the expected.

M.G. Siegler takes us on A Cook’s Tour.

Daryl Baxter saw more shock in the Apple community than I did. He reminds us that Tim Cook introduced the first Siri as part of his first iPhone event in 2011. He points ahead to this year’s announcement by John Ternus possibly poised to announce a promised better Siri. What goes around, might come around again. Let’s hope it doesn’t take another 15 years to get it right this time.

And Horace Dediu looks way ahead to 2040, when Ternus himself steps down to begin the transition to the next CEO. John Ternus Has Left Big Shoes To Fill is quite a trip into the future. You’ll get a chuckle or two.

The first of my thoughts has to do with timing. Not specifically the timing of the announcement, but the timing that any new leader gets when stepping into that role. There’s a window of time in which new leaders get a bit of grace. Most call it a honeymoon. While enjoying that honeymoon it’s perfectly acceptable to foist off blame for anything that goes wrong on the last guy.

That will obviously be difficult with Tim Cook stepping into the role of Executive Chairman of the Board. Sort of like going on your honeymoon with your significant other’s father tagging along. But it will be even more challenging given the apparently well deserved narrative being hyped about Ternus’ hardware smarts and his responsibilities in recent years. He’s had his hands on much of the Apple Silicon generation of products, almost presaging the announcement of his ascension to CEO with his role in the recent release of the MacBook Neo.

Adding to the challenge is the well known and well worn narrative about Apple’s long view roadmap of rolling out new products. The story is that Apple is always working ahead on the next generation of a product as it is preparing to release the newest version. What products will we see over the next period of time were green lighted by Cook?

Ternus’s prior role in overseeing hardware also means all of the products rumored to be in Apple’s pipeline for later this year and into next year will certainly feature his fingerprints. But they will also have Tim Cook’s. The question will one day be which product can the world accept as the first Ternus only product. Does it matter? Not really. But it will be treated as if it does. Ask Tim Cook about how that went once he assumed the CEO mantle.

We also all know that there are apparently hardware products (HomePods, Apple TV, other home products) waiting to be shipped once Apple gets its act together with whatever the new Siri is, and how well that works with whatever they will call what heretofore has been labeled Apple Intelligence.

In my way of scoring, the success or failure of those products will fall into the Tim Cook column, regardless of any contributions by Ternus. Again, does it matter? And again, not really. But there is much riding on that this year. One way or the other it will be an imprint on Ternus’ first efforts, whether that’s fair or not.

As to that last thought on Siri and Apple Intelligence, that’s software. That’s software holding back the release of hardware products for Apple, which is first and foremost a hardware company that relies on its own software.

As I’ve said many times, the hardware I’ve seen the since the dawn of the Apple Silicon era is very good, if not exceptional. The software needs lots of attention and work. It’s not just the design choices, it’s the chinks here and there in the armor that sour.

Ternus may be the hardware product guy, but he’s now going to be the guy responsible for the famous and coveted “whole widget.” Obviously that includes the software. And also, the marketing of that whole widget. Software design and implementation has been a bitter bite of the Apple lately, as has some of the marketing. As Ternus expands his view, I will be watching how Apple’s software develops under his leadership with a keen eye.

That expanded view also includes services. New CEOs always like to make a bold statement when they first sit in the chair. While there’s a lot being made of the semiotics trying to show continuity between Cook and Ternus, I can think of one thing Ternus could do on September 1, that would immediately set him apart an Apple on a new course.

Announce an increase in the base amount of iCloud storage users get for free. 5GB hasn’t cut it for awhile. Cut and run from that legacy and begin making a bold new path.

Tim Cook Steps Down As CEO, John Ternus Steps Up

Ch…Ch…Changes in Cupertino

Change is in the air. Many would say finally. Some would say that really loud. Tim Cook is turning over the CEO reigns to John Ternus and Cook will become Executive Chairman of the Board of Directors. Here’s the link to the Apple Newsroom post.

Apple John Ternus Tim Cook_Full Bleed Image.jpg.large_2x.

Both Cook and Ternus made statements.

Here’s Cook:

It has been the greatest privilege of my life to be the CEO of Apple and to have been trusted to lead such an extraordinary company. I love Apple with all of my being, and I am so grateful to have had the opportunity to work with a team of such ingenious, innovative, creative, and deeply caring people who have been unwavering in their dedication to enriching the lives of our customers and creating the best products and services in the world. John Ternus has the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and with honor. He is a visionary whose contributions to Apple over 25 years are already too numerous to count, and he is without question the right person to lead Apple into the future. I could not be more confident in his abilities and his character, and I look forward to working closely with him on this transition and in my new role as executive chairman.

And here’s Ternus:

I am profoundly grateful for this opportunity to carry Apple’s mission forward. Having spent almost my entire career at Apple, I have been lucky to have worked under Steve Jobs and to have had Tim Cook as my mentor. It has been a privilege to help shape the products and experiences that have changed so much of how we interact with the world and with one another. I am filled with optimism about what we can achieve in the years to come, and I am so happy to know that the most talented people on earth are here at Apple, determined to be part of something bigger than any one of us. I am humbled to step into this role, and I promise to lead with the values and vision that have come to define this special place for half a century.

As to the timing, Ternus takes on his new job on September 1 leaving his job as Chief Hardware Officer to Johny Srouji who gets promoted to that role effective immediately being responsible for product design, system engineering, and reliability and durability testing.

It doesn’t take a PhD in tea leaf reading to know that the transition at the top has obviously already been taking place. It can now move into a higher gear with the public knowledge. The timing will be interesting as Ternus takes charge on September 1, shortly before Apple makes its biggest product announcement for new iPhones and other possible new offerings each year.

It will also be interesting to see what is said in and around WWDC in June. The timing of the announcement points to a clearing of the decks for a new voice during that annual developer’s conference.

Personally, I feel it’s time for change. You can’t deny Cook’s efforts in growing Apple into the behemoth it has become. You also can’t deny that many are dissatisfied with a number of political moves he obviously felt were necessary. Cook, like many in this era, has become tarred and scarred by Trump. There’s also a strong current of dissatisfaction with a number of Apple’s policies.

Ternus is a hardware and product guy, and there is a lot of excitement around his ascension to the top job. Although curiously, it comes at a time when Apple’s hardware is largely viewed as exceptional, and it seems the issues needing focus are mostly on the software side.

There are certainly other issues, including developer relations, that will be waiting to greet Ternus in his new role. The thinking is Cook will use his new role to continue dealing with some of the issues surrounding the current U.S administration, China, and all of the other government and regulatory entanglements Apple is involved in.

For Apple fans, it’s going to be an interesting next few years. Keep in mind, change can mean a break from the past, but it doesn’t always point towards better times.

Just different.

(Image from Apple Newsroom.

Thoughts On The MacBook Neo

A palpable hit

The MacBook Neo is a nice piece of kit. If you’re in the market the price is right, the build is very good, and in my first impressions the laptop is a delight. Any of the complaints and concerns you’ve probably read or heard from those who own more kitted out Macs can be easily dismissed. At the moment. I’d venture to say that for the vast majority of everyday computer users the MacBook Neo will be a nice fit.

One of the folks I support reached out and said they wanted to obtain one, so I picked one up and did the drudge work of installing the OS update and some of the initial setup last week. We later spent some time together getting it set up the way they like. Moving from an M1 MacBook Air bought in 2022, they opted for a Citrus colored 512GB model with TouchID. The good news is there’s no real learning curve for this client when it comes to features and using the device. There is no bad news.

When I say “in the market,” my client is what I consider one of the perfect customers for the MacBook Neo. A retired senior that began using a computer later in life, later jumping on the iPhone train with the iPhone 5.

They do most of their computing on an iPhone and use a laptop for email, messaging, shopping, FaceTime, and some occasional writing. Occasionally they use Photos on a MacBook Air to manage photos, but still do most of that on an iPhone.

Of the fancy new features Apple has released over the last few years the only one they really rely on is seeing notifications from their iPhone on their laptop screen when they are using the laptop. There’s a currently a problem with that, which I’ll address later.

Given their computing needs and desires, they could probably get by without a laptop, but due to decreased finger flexibility, they feel more comfortable using a laptop for apps like Messages and Apple Mail when they are home. The only thing they connect to a port is power.

Hardware

As to the device itself, it feels great and a bit whimsical. As a MacBook Air user (13-inch, M4) I have to say that I’d love to see the guts of the Air in this form factor. They weigh the same, and the Neo is slightly smaller, but it feels tinier and more totable. You give up a bit of screen real estate with the slightly smaller display, but there is no notch. Apple may have cut features now considered defaults on the MacBook Air, but it didn’t skimp on the look and feel quality. In my opinion that and the price point are what sells the device.

We’ve long since reached a point where computing devices, whether in traditional form, or smartphones and tablets, all come with so many features that even power users don’t need or use some of what’s possible. Innovation has always curved towards adding more possibilities, as it should. In my opinion, it’s a good thing to flatten the curve a bit, offering products that don’t need all the bells and whistles.

Color

Apple is taking larger steps towards bolder color choices these days, and the Citrus color scheme for the Neo certainly is another big stride into that orchard. I personally wasn’t that attracted to it when it was unveiled, but after having the Neo around for a bit, I have to say that it not only adds to the novelty, but makes the tool feel a bit more fun. At night under a desk lamp the damn thing gives off an almost otherworldly glow.

One of Apple’s trends of the last few years is to match up UI color schemes and themes with the color chosen for the hardware. Highlights, buttons, and some text reflect and complement the color of the shell. The tinted keyboard of the Neo takes that a further step forward on the fun factor scale. That said, the citrus Neo’s color scheme, bold as it is, often leaves some text harder to read, certainly for older eyes.

We settled on choosing the dark version of the Citrus wallpaper for my client to solve this.

Another example of hard to read text with this theme.

The A18 Pro Chip

Apple raised eyebrows announcing and releasing this new laptop powered by an iPhone chip. An older and binned A18 Pro chip. In my limited time with the Neo I haven’t noticed anything but good performance.

I’ve heard and read others state that the setup process was slower than they have experienced on M-series Apple laptops. That wasn’t my experience. Things moved along readily enough If you count the number of times you have to accept and click on permission popups as something that’s desirable in an out-of-the-box experience. But that’s unfortunately true of any of Apple’s computers.

Again, I’m experiencing this only through setting up and doing a few tutorials for my client, but the performance I’m seeing feels more than adequate to met their needs.

One thing I did notice throughout my hands on time is that the Neo takes longer to connect to a WiFi network than either my MacBook Air or iMac (both M4 devices.) In fact, it feels very much like how long an iPhone sometimes does connecting to WiFi when rebooting. That makes sense on a smartphone when a device immediately connects to a cell signal, but in an age when everything is expecting an Internet connection one way or another, (on setting up a new device one of the first things required is to establish a WiFi connection) it seems like there should be a way to not start reaching out on a previously set up, non-cellular device until after a connection is made.

Battery Life

Setting up any new computer or smartphone puts a load on battery life. That continues during the first day or so after initial setup as things sync up. After performing the first OS update I didn’t use the Neo much until after my client was with me, but even after continuing setup and tweaking a few things there was 68% battery life left. Time will tell how that goes, but given my client’s usage I don’t anticipate them having battery life issues.

Memory Management

Much was also made about the one size fits all 8GB memory cap, regardless of the storage model one chooses. My client doesn’t run a heavy load of applications or keep many tabs open, so I’m not the best judge of how good the swapping out of memory to the SSD works. Apple’s Unified Memory Architecture seems to be working as designed in my limited view. I do wonder how well it does with devices that only have a 256GB SSD if they contain a lot of data.

Screen Size

I prefer the More Space option on displays I use. My client prefers the default view. Even with More Space selected, the Neo feels very much like a one app at a time computer to me, which generally lines up with my client’s needs. I always set up a Hot Corner Shortcut with Mission Control to make window navigation easier, and that feels more necessary on the Neo in the default display mode.

Apple has a feature that allows you to click the wallpaper and move all open apps off of the screen. You can choose to do this all of the time, or only in Stage Manager. I don’t recommend Stage Manager to my clients, and I typically recommend turning off the click wallpaper to show desktop feature. In this case my client likes this fly away feature, and sees it as a bit of whimsy. Even though they prefer to keep the Dock and Menu Bar always visible. So we’ll leave it on.

Trackpad

The Neo has a different trackpad than other current MacBooks. From what I’d read previously I expected to feel more of a difference between it and the trackpad on the MacBook Air. There’s a difference certainly, but it doesn’t feel like that big of one to me. I moved back and forth between the two devices without even really thinking about it.

Notifications from iPhone

I mentioned an issue earlier with iPhone notifications flowing through to the MacBook Neo. This is a feature I use myself. It’s set up through iPhone Mirroring, which you have to open at least once in order to set up.

One of the nifty things about this feature is that you’re allowed to pick and choose which notifications flow through and those you block either on your iPhone, or on your Mac. If you choose to use this feature and set it up, you’ll see an option in your Mac’s settings to allow these notifications.

CleanShot 2026-04-15 at 16.49.

If you click on Allow Notifications from iPhone, you’ll be taken to another screen. Below the three Allow options here, you’ll see a list of any notifications you’re allowing to flow through or not from your iPhone, and whether you’ve turned them off on your iPhone, or they are coming through from an app installed on your Mac. As a reference, the screenshot below is from my iMac.

CleanShot 2026-04-15 at 16.48.

On my client’s Neo, no apps appeared initially. The section above that begins with Acme Weather is blank on their Neo. There shouldn’t have been many. Regardless none were there. We called Apple Support and opened a ticket. Luckily on the first call we got a senior advisor who understood the issue. After doing some checking the situation turned into something Apple is really interested in tracking down. These are a new line of devices after all. So we were off into the land of running sysdiagnoses. We’re expecting a call back on Friday with any discoveries or solutions Apple may have come up with. Fortunately we have time still left in the return window.

At the Moment

In the opening paragraph of this post I also used the phrase “At the moment.” Two thoughts there.

First, as I’ve described my client, they are not a heavy laptop user. Those who might be looking into the MacBook Neo who are, might have a different experience in both the short or long term. I’ve never yet met a computer that doesn’t slow down over time. I doubt the MacBook Neo will be any different. The difference in any performance degradation between the Neo and other Mac laptops is yet to be seen. My hunch is this first MacBook Neo will still be a winner for at least a few years, certainly if you’re a not a heavy user.

Second, the rumors are that the Neo is such a success that Apple might be running out of the binned A18Pro chips it’s using to power the MacBook Neo. Speculation on what happens if that’s true is rampant, and who really knows. Current demand has already caused a delay in shipping times, and I know that secondary retailers Walmart, Target, and Best Buy have plenty of signs, but very limited or no stock. My hunch here is that Apple will be selling MacBook Neos for quite some time, even though it might take you a while to get your hands on one.

Summing Up

To conclude, let me say that I’ve thought since Apple’s announcement of the MacBook Neo that it would prove to be a hit and a palpable one to the laptop market in general. In my brief experience setting up this one for my client and seeing their delight at the form factor, coupled with the high demand, I’ll more than double down on that thinking.

Personally, as I anticipate my computing needs becoming less in the more quickly than I’d like years to come, I could easily see myself relying on a MacBook Neo in the future.