115: ‘Turd on the Front Porch’ With Guest Ben Thompson

Episode Summary

Executive Summary: The episode centers on a critique of early Apple Watch coverage, especially a Wired feature that framed the watch as a product Apple built before figuring out its purpose. The hosts argue that this narrative is misleading: Apple’s strategy is incremental, not fully preplanned, and the watch fits a broader trend toward more personal, wearable computing. They also discuss Apple’s evolving PR strategy, the role of access journalism, and broader parallels in streaming, app ecosystems, and live video.

Main Topics: Wired’s Apple Watch feature and its PR fallout (Priority: 5/5): The hosts dissect David Pierce’s Wired story on the Apple Watch, arguing its framing invited the worst possible interpretation: that Apple built a watch without knowing what it was for. They see this as a messaging failure and a potentially harmful narrative for Apple. Apple’s product development philosophy (Priority: 5/5): They argue Apple does not start with a perfect master plan; instead it iterates, tests ideas, and discards failures. The watch, like the iPhone and iPod, should be understood as part of a long technological progression rather than a day-one revelation. Messaging, secrecy, and post-Jobs Apple (Priority: 4/5): A major thread is that Apple’s communications have become less crisp since Steve Jobs died. The discussion contrasts the tightly controlled Jobs-era messaging with Apple’s newer openness to long-form profiles and interviews, which increases the risk of awkward or damaging narratives. Apple Watch as the next step in personal computing (Priority: 4/5): The hosts defend the Apple Watch conceptually, saying the wrist is the natural next place for computing to move. They emphasize notifications, glanceability, and future standalone connectivity as signs the device could become more important over time. The Kevin Lynch quote and nuance in reporting (Priority: 4/5): John Gruber objects to how Wired paraphrased his prior criticism of Kevin Lynch as simply calling him a 'bozo.' He insists his criticism was nuanced: Lynch made public pro-Flash arguments that, in hindsight, looked badly wrong, but the article flattened that nuance. Parallel industry dynamics: streaming, titles, Periscope/Meerkat (Priority: 3/5): The latter half broadens into tech-industry comparisons: Jay-Z’s Tidal, Apple’s TV ambitions, and the rapid rise of Periscope over Meerkat. The speakers highlight platform power, first-party integration, and the importance of owning the social graph and delivery infrastructure.

Key Arguments: Apple Watch is being unfairly judged by a headline-driven narrative that implies the company had no vision, when in reality Apple often discovers the best use case through iteration. The phrase 'Apple decided to make a watch and only then set out to discover what it might be good for' is not damning; it reflects how successful technology products are actually built. Apple’s watch narrative should have emphasized the wrist as the natural next interface for personal computing, especially as devices get smaller and more intimate. Apple’s communications strategy has weakened since Jobs because the company no longer tightly controls who gets access and how stories are framed. David Pierce’s story was weakened by the absence of firsthand use of the product; writing about the watch without experiencing it limited the depth and authority of the piece. Kevin Lynch’s prior pro-Flash public stance was fair game for criticism, but the article oversimplified the criticism into a harsher quote than intended. The Apple Watch’s communication features are important because they fit real-world use cases like glancing at notifications while parenting or working. Periscope is likely to win over Meerkat because Twitter owns the real-time graph, has first-party integration, and can more deeply connect livestreaming to user identity and distribution. Apple’s broader strategy is to get other companies to handle costly, undifferentiated infrastructure while Apple owns the user relationship and the interface. Apple TV could be disruptive if it combines low price, new input methods, and an app-like content ecosystem rather than recreating a traditional cable box.

Data Points: Podcast recording date: Thursday, April 2nd - The hosts note they are discussing the article before the watch reaches stores and before reviews or broad hands-on use exist. Apple Watch launch timing: Three weeks since the event; one week until store availability - They emphasize the audience is still largely without firsthand experience of the product. Kevin Lynch hire timing: Early 2013 - Wired frames Lynch’s Apple move as odd because of his Adobe/Flash history. Flash advocacy quote year: 2010 - Gruber cites Lynch’s public defense of Flash Player 10.1 on smartphones. Watch software timeline idea: Three times rebuilt from scratch - The Wired article mentions internal software rework, underscoring how iterative the project was. Apple Watch release date referenced in article: April 24 - Pierce notes the interfaces and features scheduled to ship on that date. Live-streaming audience sizes: 350 viewers; later 563 viewers; later 1,300 viewers - The hosts demonstrate Periscope/Meerkat and comment on real-time audience scale. Periscope acquisition rumor: $100 million - They discuss reports that Twitter bought Periscope for this amount, framing it as a potentially great acquisition. Apple TV price point: Starting at $69 - Discussed as a sign Apple may be keeping the entry-level device cheap while possibly adding premium tiers. Casper mattress prices: $500 twin; $750 full; $850 queen; $950 king - Mentioned during sponsor read, but still explicit numbers in the transcript. Fracture discount code: 15% off with code 'daring fireball' - Sponsor mention during the show. Igloo free tier: Free for up to 10 people - Sponsor mention describing the product trial size. Jay-Z service price: $10 per month - Referenced while discussing the Tidal subscription model.

Pivotal Quotes: "Apple decided to make a watch and only then set out to discover what it might be good for." — David Pierce (quoted by John Gruber): This line from the Wired article becomes the central flashpoint for debate about Apple’s vision and the article’s framing. "We felt like the natural place, the place that had historical relevance significance was the wrist." — Alan Dye (quoted in the transcript): Used to support the argument that the watch fits a broader historical progression in computing. "I thought we had missed it." — Steve Jobs, as recounted by Gruber: Quoted from a Fortune interview to illustrate Apple’s iterative, reactive approach to product strategy.

Implications: The discussion suggests Apple’s success depends as much on narrative control and timing as on product quality. For wearables, streaming, and live video, the winner may be the company that best combines product, platform, and message rather than inventing the category first.