WWDC2004 Session 643

Transcript

Kind: captions Language: en so I'm really impressed that you all made it here after lunch on Friday that's just total hundred percent commitment to this so I'm my name is Brian crawl and the senior director in charge of product marketing for our system software mac OS 10 mac OS and server xcode as well as the quicktime side so what we're going to be here today I'll just give you a general premise of what we're going to talk about so how many people here heard some cool stuff is this week well that's about a hundred percent that's good that was the whole point so I'm happy about that how many of you want to come back and tell your organization about it okay just about everyone so now the big question is when you go back how many people are going to face skeptical skeptical bosses okay unfortunately does one hundred percent okay so what this sessions all about is some of the things I'm going to share with you some of the things I tell people who are new to the mac platform and to try to get people to see things maybe through a different light so that's the idea this this whole presentation so I'm going to walk through a number of the things that you may hear when you get back so when you say apple through a lot of people this is the tape the running in their mind this is for a lot of people the last time they ever saw a Mac look something like that so the whole problem is to take this old image of what Apple stood for and what the Mac was all about and change it to this and to make it up to date to really fundamentally move people's image of what Apple's all about so we're going to walk through that today so now if there's one thing that I found to be really effective in getting people to really understand at the core what we're doing at Apple is to just get this phrase down and to really understand it the power of UNIX the simplicity of the mac power of unix simplicity of MacOS people can get this idea this is by the way our little marketing tagline but it's also our strategy I mean this is what we're doing a lot of people ask if so what are you doing in the future if you know this rule you can kind of derive what our next steps are going to be because we're going to take the power of unix and how that evolved and we're going to make it really easy this is a fundamentally new strategy from Apple that we we adopted about five years ago and now we're really bearing the fruits of so once again if there's one thing that if I were going to go out and tell people out there in the enterprise people who don't understand anything about Apple or the Mac this is the one thing I'd really want them to get so you can hear are things like this so the kind of comments you come back and you're talking to people about apple and what's what's going on with the mac and here a lot of people say well max are just too expensive anybody heard that yeah yeah okay well you know the key thing here is that's what people think but when you really dig under the covers and you look at the solutions there's some pretty surprising in a surprising things going on first of all a lot of people forget about the emac right we have a really good entry price you know eight hundred dollars for an entry-level Mac I get people who say you know Apple really should go out and do an under thousand-dollar Mac and you sort of say okay we'll get right on that you know oh that's true but people this is something that people don't really even know about you know that the emac even exists so this is something that we really want to make sure people know about the next one that's pretty interesting is Mac os10 okay a hundred twenty nine dollars for an upgrade you know we come out with OS is very frequently so for a lot of people feels like we're doing up raids quite a bit and getting one hundred twenty nine dollars a year we understand that but if you compare that against everybody else out there in the industry so for instance if you look at FB pro okay so I got a little laugh there so you know that that can be quite a bit more expensive than one hundred twenty nine dollars easily easily two hundred dollars you know after after all such a discount so the point is you know the software is also very very inexpensive comparatively go to the server okay for an upgrade you know a thousand dollars for unlimited client license now the key thing when you're talking to people about our pricing you cannot really understand this does not include any cows right this is all you can eat once you get this you're done paying you know there's no no fees for directory entries there's no fees for accessing a web server there's no fees for at you know accessing a file server so again the price when you add it up is really good so you know it's also interesting is you know linux is cheap right okay so if you were to buy the standard edition from Red Hat that would be less than this right because it's so cheap go to the website and what you see standard edition server is fourteen hundred and ninety five dollars from Red Hat okay so we even compare favorably against a linux leading limits distribution out there so that's an interesting fact so the price here is really aggressive compared the rest of the industry so guessing it if you want 64-bit Red Hat you got to add another five hundred bucks the price there is 1992 dollars don't exactly understand the 92 part of but that's what they went with so the point is is when you look at the acquisition costs were really you know really nice price you all know about the xserve which is a killer price for three thousand dollars you get a really functional incredible incredibly jam pack when u 1 u box it includes amazingly competitive in the industry so again good price they're extra afraid I mean this is ridiculous there's only one number that you have to tell people about x-rayed when you go back to your company what that number is it's 33 dollars per gigabyte so when you look down the feature list of X or eight the first feature is that it's 3 gigabytes per three dollars per gigabyte the second is that it's three dollars per gigabyte and the third is three dollars per gigabyte that's the thing that it just blows the industry away here now of course we make it up in all the accessories right because we charge so much for the fibre channel I'm being very facetious here four hundred ninety nine dollars for the host bus adapter okay and that even includes the cables which can be a hundred bucks from two other people so when you put the together the solution here with you know the extra extra of raid plus Mac os10 server it's pretty incredible oh and one thing I did forget to tell you is so how much extra is a software with extra Freight free all-you-can-eat no extra cost so the point is is we have an incredibly compelling price story here now the new kid on the block x and again nine hundred ninety nine dollars the first industrial strength sand solution under a thousand dollars okay you know a thousand dollars to hook into a sand you know everyone else out there is around three times that for just the acquisition cost of the software so again when you put it together we've done a lot of you know price comparisons and put a sand solution together a work group fan permanent you know workflow I mean we have four or five different workstations participating in the stamps and we're going to call out at about half of everybody else out there so again we've really put together an incredibly compelling a product line up here now you kind of look at it and say so why in the world are you pricing it at that point right because if we're a third of everybody else you know obviously you could price at higher but that's not our strategy and this is something I think you want to bring back to people is our strategy is to take these incredibly powerful technologies bring it down in price and get it out to a large number of people and if you look at we've we've been doing in the pro market across all of apple with final cut pro with all the application sweets we have out there with you know the sand with the mac OS x server is to take incredible power bring down the price make it accessible by ease of use and drive it to higher volume we popularize those technologies and that's what we're all about you know our bet is if we can bring down the price on a sand solution there's going to be a lot more people are going to deploy it and that's what we're all about so again when people sit there and say that they're you know it's too high cost you know do we just don't see it that way at all I think it's something that you really want to get back and have people look under the covers and get the facts behind it max your proprietary right okay well you know this has a lot of germs of truth here right is in the early 90s a lot of a lot IT managers were actually going around with Search and Destroy missions trying to get the Apple virus off of their network because they're trying to standardize on protocol so a lot of people out there still have that in their head they're thinking oh man I don't need a proprietary platform well as you all know this is just now factually incorrect and this is the best objection you can get because you can just go and say take a look at it you know there's no argument the entire innards of Mac os10 are built on standards and we're going to continue in the future you know what's really interesting is what we do is if we see something that's not standard in Mac OS 10 we go back and we make sure that we change it over to be I'm a standard implementation you know you look at where we've gone from that info to ldap ok we're going to drive everything towards the standards because that's not where we're going to add value by owning a proprietary protocol or flat file format we're going to add value by making it easy go back to the old thing power of UNIX along with its standards simplicity of Mac ok so that's just not our strategy we're going to make things standard go on step further you know it's really interesting as I've been going around talking to a lot of people interested in open source what I find is a really actually pretty interesting phenomenon out there people are looking for an alternative to Microsoft and the reason why they're looking is they just have this feeling of being locked in to a single vendor and once you're locked in you have no flexibility right if some if you have one vendor and they raise your price you pay more money this is that simple what people want is to have one network with multiple flavors of computers in the past industry standards networking standards where the way people wanted to go down and make this happen but if you look at how the industry evolved industry standards really didn't do it it's too hard to make integrate and make everything work wait why people are excited about open source is because open source is a way of doing a practical implementation of a standards-based network because if one vendor uses an implementation of tcp/ip for instance that's I anukul to the other vendor one of the likelihood that is going to work together it's very high it's the same source code right so it's going to work that's the power of open source is if everybody is using basically the same source to do network interoperability it's much easier for the vendors to make it work it's same thing goes with file compatibility if we all can see what the sources that makes it possible for Apple to be compatible with Sun which you can be compatible with IBM which can be compatible with HP which is compatible with linux which is compatible with solaris which is compatible with mac OS 10 so open source is a beautiful way it's a great mechanism to enforce industry standards and this is what's gaining momentum right now and this is where we play so if you look at what we have is open source this fits perfectly into the scenario all the infrastructure and plumbing of Mac OS 10 is entirely open source as you all know right the colonel networking file systems with man's library should go up to the you know rod a new technology open directory k HTML the CDF a architecture the printing architecture all based on open source that means when it comes to interoperability and compatibility we're going to play extremely well into the world and that's generally what I'm hearing everybody wants you up to the server and actually the server when there's over a hundred open source projects in mac OS x server you know apache samba jboss my sequel postfix you know squirrelmail mailman openldap you know quick on streaming server so again the summer idea is is we can make the world compatible when we go down that open source path we can make a single Network we can have compatible file formats the other very momentous decision from Apple incompatibility in going down an open world is to embed Java in every single copy of mac OS 10 incredibly important as the world goes to a three tier architecture what we're seeing is more and more of the applications have a presentation layer an application layer application logic and a database behind it as we go down that path this is a beautiful thing that means that all those power books all those powermax all those you know all the OS 10 systems out there are going to be able to plug into those applications very beautifully running java on the front end you know or a web page HTML you know hooking into an app server hooking into a database it makes the platform extremely good for that kind of three tier environment and again that's what we're seeing across the board people going down that path for there are Apple your application architecture so again we take Java we tune it like crazy we want to be entirely compatible with all the versions of Java out there so the right once run anywhere idea can actually happen on the Mac we try as hard as we can to make that the case and you know we're going to continue to evolve that so again a standard environment you're not going down the proprietary rub so then you look at a lot of the hardware standards out there that we use right from firewire USB Bluetooth you know ethernet obviously now DVI is another new one out there in 802 11 the point is you know standards up and down and throughout the old proprietary idea of Apple that's dead that's gone it's all about standards and making them easy to use that's the ease of use is where we add value now you know it's really funny I have a lot of people and I imagine you're going to run into this is you go and say well you know so will the you know the powerbook work on my Wi-Fi network right and you're saying rule yeah and it's funny because people generally think Foles does it really don't work and so you know say yeah right Wi-Fi is the same as their report same as 802 11 of course this is going to work we have that up well yeah you can also add you know if you can get it to work you know your window system but after after the weekend trying to figure out the drivers once you get to work it will actually fit into the 802 11 world we'd love to make that easier but we don't see that as our business so the idea is of course it's going to work on your 802 11 network then you go down and you say I get this question all the time okay yeah yeah that works but could I put a linksys router in there and you go yeah you know we eat that for breakfast lunch and dinner no problem right so absolutely positively yes so that I've ranted so I know you all know this but I'm amazed how stating the obvious can be a total enlightening experience for a lot of people out there you know and I've been especially in the management ranks right you know a lot of people just have bad bad ideas embedded in their head so again I walk through this example and people are usually pretty stunned pretty amazing so the next part it sounds really great oh man the max look wonderful you know I love this idea of known easy to use unix seems pretty cool but I'll be it's never gonna fit my network right no way is it going to fit my network get this all the time I hear this everywhere well you know not quite it's going to definitely fit in the network matter of fact the beautiful thing is is you go out there in the world right now and an awful lot of the corporate networks out there are based on internet standards right on on standard you know unix-based file systems you know all across the home directories you go to printing mail security media all those different architectures are generally you know the infrastructure you'll find in a large company and we're going to fit in that environment it's our native environment right it's not a matter of being compatible because the compatible sort of implies that you're you have to do something to hook in this is our native environment this is our language and that's what we're going to speak again you know what I find is a lot of people really have not gotten at their head that the back is probably going to be easier to integrate into a unix-based environment than any other platform out there because again it's a native architecture and the thing that people love is the idea from their big honkin database down to their laptop that they're going to have one architecture based on one set of standards that's usually pretty attractive to people again this is something that it's a subtlety that a lot of people don't really get so yeah fitting into a unix-based network is going to be a breeze well what about windows well here an interesting thing happens is because of the wonderful wonderful world of open source right with samba 3 with all the work people have done to integrate UNIX environments and windows environments we tagged along right into that we make it really really simple to hook in this environment and as you've been hearing today and over the week with Tiger for instance we're adding even more you know window compatibility we're going to continue to chip away at this and we're going to make you know this a very simple environment will plug into all the way from login authentication you know going into active directory with our Active Directory plugins making this much simpler to do tanning the vast majority of architectures out there you know home directories throw it on SMB you know shared folders exchange plugins now where we're getting much better at integrating with an exchange environment you're obviously down printing and all the way through the web so the point is is we're working like crazy to make sure that we can integrate nicely into the windows environment and you know something it's working I go everywhere and I see people pulling this off on a day-to-day basis where they have you know windows infrastructure they have one set of user accounts you can log into from both windows environment and from your Mac okay a very nice seamless environment so we're doing this so again Mac is designed to fit into any kind of architecture out there any kind of network from a unix-based not affecting on the eunuch side is if it's not working in your architecture that's a bug right and we need to go fix it that's the way we think of that and also on the windows side we're going to go drive like crazy to make sure it works so again this came from our market research we went out we we took a hard look and found it turns out there's a lot of people with window systems right so it turnt we thought it was a good idea to maybe plug into those environments okay you know we didn't spend a lot of money on that research but anyway so the next thing is and this is one that I love this one you know what if I go is back what am I going to do about my office apps I don't know just you right because they're they're they're they're available you would not believe how many times I go and talk to people who run an IT shop that are unaware of the fact then you can actually get microsoft office from Microsoft and actually run it on the mac you know it's really funny I was talking to a customer recently really smart I mean you know very good customer in a really really short person and you're asking so how you get a handle you know powerpoint you know in Excel and so forth and they said so you know just as open office or staroffice run on your systems and say yeah the open office runs but are you worried about windows office compatibility yeah that's the problem so we'll why don't you buy office it was like oh it's available yeah that's an option right so the point is is that you really got to make sure people know that this is there you're going to find that people just don't know this you know you may assume you've been here you've seen it a lot of people haven't gotten through their head and you know what's really interesting a lot of people believe this is the best version of office matter of fact I mean the way I look at it in a lot of ways I think Mac os10 is a test bed for what they're going to do with Longhorn so I actually think you're seeing office on what for longhorn is where I look at it right because a lot of the transparency a lot of the new interesting features they're testing out on the Mac I think we're going to wind up in other office over time so you know as you see this quote you know generally people you know love the you know collaboration features the compatibility with office for windows and you know the the performance stability everybody loves what I love about this is you know this really gets it down to an interesting thing the other fascinating thing there's a subtlety here is headline Microsoft ports office to unix you know you don't think of it that way but they actually do have an office everyone's on a unix all right so clearly we have office the other one is as well okay they got office but there are no other applications right there twelve thousand applications for mac OS ten twelve thousand we're four years into this we've got 12,000 apps okay and now what you're seeing is the turning point is a lot of these are Mac os10 you know only focused on Mac OS 10 taking full advantage of what Mac os10 has out there you know really across the board you know you're talking about you know from the productivity apps publishing signs you know enterprise apps a lot of exciting announcements IBM you know this week Oracle with you know their 10g platform the leading edge cutting edge applications showing up on Mac ascent and a lot of these are new because of the UNIX underpinning what we're seeing is this influx of interesting applications you know you think about it Oracle is a big enough application to crush any operating system out there and it's running beautifully on Mac look at this you know one of the things when you're looking at the health of a platform especially in the operating system world the real indicator the harbinger of the future is what are the apps people doing right because nobody buys in a new operating system you buy an operating system to run apps this is probably the most important slide in a lot of ways that you're going to see is there developer connection is going wild look at that developers gone wild new video so four fold over for right probably around four and a half in last four years new developers unbelievable and you know what's great about this we haven't seen the fruits of this labor yet right these are all people who are busily writing things now that are going to be coming out later so what I think you're going to see is an incredible explosion of apps now which even cooler is because of the technologies we put in that go as 10 the apps that are going to be creating I think we're going to be the most innovative apps you're going to see in the industry so not only is going to be a lot of apps but you're going to get a bunch of apps where you can only do certain capabilities on that goes 10 and you can't get it anywhere else when you look at the whole you know just looking at our announcements with Tiger think about it with core graphics can you imagine the kind of interesting things people are gonna be able to do that with that you know with our whole core data that we introduce that's going to be another amazing thing so we're creating a platform that I think is going to spur another level of innovation and you're going to see an incredible set of applications showing up so not only is its volume it's also the quality of the apps I think you're going to be incredible so the other thing to always have at your fingertips that people are worried about the number of apps is Macintosh products guide right its first of all it's a great website I mean it's it's it's really really handy you can go there and find you know just about everything to leave this up so if you need to copy it down you can do that but go there check it out this is where you find all the different solutions available on Mac OS 10 you know 12 thousand different solutions there for you to look at so there's probably something you need there okay so you know guide apple com okay the other one if you ever heard this one max or not for serious computing not really right what we're seeing which i think is one of the most interesting and most exciting things right now going on in Mac OS 10 is not only is it not for sirs computing it is V it is the system for serious computing the absolute leaders in this industry this is a picture of james gosling the inventor of Java Sun CTO of the Java division over at over at son he loved his power book he loves mac OS 10 right and you know this is you know one of the leading application developers in the world the lead you know go to any open source conference and what you're going to start seeing is over half the people showing up with their power book go to our friends at slashdot and take a look through the boards you're going to see tons of talk about mac OS 10 because this is the favorite platform for the leaders in the industry so when you hear someone say all this is a Wimpy platform you know it's only for only four artists we'll get into that in a second but not true they're really behind the times this is the place you know for people who are on the cutting edge right and the reason why it's very it's really obvious right it's an open source environment you know you get all the tools you need we and you know give them given tools away with Mac os10 right plus you get to run all your productivity apps you know and it just worked so you know it's really interesting is developers don't want to be sadness right they wanted to weld code so it's you know it's just easy they'll have to worry about it right and then the other thing that's I think killer is it for when you go to a high you know really leading edge technology platform it's available on a mobile system you can take it with you right it's available on your portable and again that's something you just can't get anywhere else so I showed you this you know the increase of growth and I think this is sort of a fascinating thing so it's growing like crazy so where's the growth coming from take a look at this if you look in 2001 the people who identifies themselves as being interested in Unix Linux or Darwin it was a 19-percent so it's nineteen percent of a smaller base then you got into in June 2004 we're thirty-four percent of the people identified them as unix linux and Darwin developers right that's a really interesting shift in the makeup of our developer community right again this is for power users and says for the hardcore technologists the lead developers and planet so how about computation I don't even have to say anything care do I write with Virginia Tech Virginia Tech being number three supercomputer in the world you know it's really amazing think about it five years ago if I stood up there and said you know in five years the third fastest supercomputer in the world will be an apple computer I don't think that would have been a credible statement okay but lo and behold that's what happened and again nacco is 10 really helped get us there now that was Virginia Tech well you know we're going to keep a comment right so now we have coal succumbing out with some incredible therma de menthe thermo dynamic simulations that they're going to be doing you know with just unbelievable I mean you know the kind of numbers we're talking about is you know teraflops 25 teraflops it's just an ungodly amount of a floating point performance you know look at the price down there that goes back to that original statement the reason why everyone's going towards you know the mac for these supercomputers is the price tag you know a lot of times you know the other kind of super computers out there are literally over 200 million dollars and they're doing it for like five 10 million dollars putting together these projects so the price performance here is just earth-shattering okay so we are getting the most sophisticated technologists in the planet building the most significant technologies on our platform on Mac OS 10 right all that does it just makes Mac os10 even better because we're really pushing the envelope and will continue to make it even even better because we have customers like this so again unbelievable power and then I mentioned earlier about oracle 10g I mean you know apple on a Mac I mean you know that's something like I mean again five years ago that was kind of like Bambi vs Godzilla you know where the Bigfoot just comes down and you kind of have this picture of a flattened pancake of a system but that's not the way it is today right with mac OS 10 you know running on our g5 you know we can eat this database alive right now no problem so again a really big scene change and what Mac is all about what mac OS 10 is all about and the ability to handle the most challenging computation out there in the world so this is another one I love well we would switch to mac but boy we're going to have to retrain all our users you ever heard that everyone we're going to retrain our users you know okay so the irony here is you know who's getting trained don't you it's the future you know my point here I'm being a little facetious but you know the idea that a third grade a third grader can sit in front of a Mac without any instructions without any a lot of help and sit down and get it and figure it out kind of indicates that the majority of people's employees could probably handle it as well now of course they're going to be some phone calls and beginning of you know there's only one mouse button which one do I hit you know you know those kinds of questions but you know the point is is you know it takes a little while to get used to maybe like two days three days to get used because there may be some call generated but here's the interesting part everybody I know who's implemented on the mac systems in there in the company has noted that after that initial startup period what ends up happening is you actually end up getting like the helpdesk request just died down and there's actually three letters in my mind why that's the case and those three letters are dll okay and so I think you've obviously felt the pain okay and so the point is is once you get out you know rid of a lot of that crop you know it does get a lot smoother sailing and I think this is something that people have to really think about is yeah maybe a little training up front but in the long haul your help desk it's just going to go down how about this one have to return the administrators what I love about this is you know I have one answer to that okay right so you look at that and in the point is if you have known if you know linux you know flares you know hp-ux emex you know if you know any theories of unix out there if you know I ryx you're going to sit down in front of Mac OS 10 and fool around for about a day and you're going to kind of get it right I mean it's not that different than everything else you mean LF is LS its LF okay so all that stuff is there you know it's really funny by the way just decide so I'll bring this to people i'll say you know I told me you next court and they like don't believe it and you bring up a terminal and it's great if they still don't believe it they're like looking at it say well this is like you know sort of some weird funky emulation mode it's like I don't know how you supposed to its up so it's really interesting i have people say okay well I'm going to remote while again is some other machine to show you that it you know and they have to go through their paces but what I find is really funny is within 10 minutes when I put this in front of somebody who understands unix or linux they go from grumbling and not believing it to then coming back and going whoo that's kind of cool right and what's really funny is you'd think you know a lot of times i find funny when a demo to these this crowd is you go when you show them like all the really amazing graphics that you can do on that goes 10 you know you show them like expose you show them all sorts of cool you all you need stuff and they look at it and go okay and then you bring up a terminal with green text then they go ooh that's cool go figure okay so the point here is again it's a learning curve is pretty pretty you know it's a it's a really good at learning curve the other beautiful thing about it is is all the kids coming out of school today are all really versed in the whole UNIX infrastructure with Linux and so forth so there's a big labor pool out there you know what's also cool about this is that what we're finding is I've heard this phrase bandied about a lot is we're main streaming we're mean streaming our Apple administration what this means is a lot of times what happen is there's one group over here that was the main stream administrators right and they handled the UNIX systems and a window systems there's this like other group over here I gets dressed in black or something you know and they were like the Mac guys right what's happening is because the skill sets are the same they're bringing the two together and saying that the mac is part of the mainstream administrative pool because it's basically just UNIX right and they can they can share those skills so that's been a really major change in the way people are thinking about administering the Mac then of course there's this right so if you aren't a command line junkie you can also get at it from here and this typically is better for the people who raised on novell or raised on NT Wright the ability to see a graphical user interface like this and handle it not really as much in the command line but more for this and I think we've done incredibly good job of making it easy to use for someone who really doesn't want to get down to the clan line and by the way just to the side this is really you remember that 3rd grade teacher earlier we actually really designed a lot of the server admin and us all the admin tools to apply to that school teacher setting up a network inside of their classroom I mean that is a design center here so we really try to make it that easy to do and i think i think you know we've done a pretty good job of that we have another product ard of a remote desktop another just incredible tool that makes it easy for admittance to do all sorts of cool stuff here what you see you knows we're looking another session Jose powerbook right you can do all sorts of really cool stuff you know software distribution at that management remote administration a remote assistance you know if you have a couple max in your in your department you want to make sure that you have remote desktop because that's the best way to administer Mac desk Mac os10 desktops out there the reason I bring this up is when you show this kind of a tool to people who are used to the more windows oriented world a lot you know the light bulbs go off and they go this is really cool again you know that retraining cost of administration goes way down when they see tools like this the other thing I wanted to mention out I don't know if you all know about this but there's a migrating to mac OS and server from windows NT really interesting document I don't know I has anyone seen this before okay not a lot of people I really really recommend you go you go check this out you know again migrating from a closed sensor over to win it from windows NT because what it does is this just a page from it it literally goes through the screens and says here's what you see you know an NT here's what you're going to see in Mac OS 10 so it really speaks to the people who know the whole windows world so we've gone a really extra step here to make it easy to get oh passed that retraining issue you know you can just move right over we train through the translation for people okay now what I want to talk about is one of the killer things when you put it all together again we're talking about skeptics if you have anybody in your in your organization that's doing any kind of technical work any kind of you know unix environment this this set of slides I think really kind of nails it for people is you have see here we're going to hurt time with this clicker there we go is this is PowerPoint ok on Mac OS 10 right this is a java application ASAP front end all running on the same machine powerpoint SI p and this is an x11 application so we have office java x11 all-in-one machine go find me that anywhere this is a unique offering in the industry nobody can do this you know I've been I've been actually working in the unix world for you know hate to admit it but almost 20 years now in the commercial world and this is a screen that literally I've been waiting for like 15 years to see right where you have office coupled with you know a job environment coupled with the you know powerful technology applications all running in a really robust unix environment okay for us a lot of people in the industry this is unbelievably exciting and when they see this it really changes the way they view about it so really comes together with as the dream machine and you layer Apple you know ease of use on top of it the legendary Mac os10 you know it's funny because it's a computer that's actually fun to use and you can do your business with it and you can do your productivity applications and when you put it all together and you can take it with you on your portable what I found is again talking to skeptics I can usually really get their curiosity going here especially if you ever hear anyone who's talking about you know if your company's thinking about going into the Linux in any way shape or form right you got to look at this because in a way this is like you know I think the twenty twenty second century version of Linux in a lot of ways right okay so we've got it all here and again the spirit of this is I mean you all know this but I'm trying to give you some of the things that I found when I talk to people really get them excited and a lot of its stating the obvious right I mean this isn't really particularly profound but what I found is when I go and tell it to people it really makes a lot easier for them to get over the hurdle to the mac so when I look at it you know fundamentally when you go under the covers and you do the work you actually actually go through the exercise of pricing things which you will find is max are cost effective okay when you put it all together software and hardware layer in the cows and then if you really wanted to get fancy then you start estimating the kind of help desk the kind of administrative costs on top but I'm just talking even on just straight ahead acquisition costs we're going to be very competitive max are open ironically you know we're just about the most open platform out there as far as you know the whole infrastructure open source should get your hands on it right you can do what you want with it all the standards throughout the system you're there we're going to fit in the network matter of fact one of my favorite tests I have a friend who just convinced his startup to go down the Mac path with a bunch of software developers and they were all privately using their power books their management their IT guy didn't want to do that so what they did is they cut a deal with the guy and they said if you can't tell it's a mac on the other side of your network right that's plugging in your network will you let us do it and he said that's a deal and what was really interesting is just recently with the Panthers you know Active Directory Integration as well as being able to handle exchange server much better they finally got over that that hurdle and actually the IT director said fine as long as I don't know it's it's a mac on the other side perfectly fine and it worked beautifully right so it just plugs in right office on the mac yep it's there and it's compatible and it's a genuine copy from Microsoft 12,000 app tons of apps available they're absolutely powerful systems for very serious computing now you know it's also interesting right it's only for artists well you know it's a wild that's going on I think a lot of you probably are participating this in this right now is with the whole digital you know the digital move to digital especially high definition these are the most challenging applications of today these applications demand the most from computing the most from storage they beat on the storage infrastructure more than any other apps out there so the interesting part is is where Apple normally is is in the very highest end of the performance scale this shouldn't be a surprise or easy to manage easy to use you know again that that retraining boogeyman out there i think is largely something that we can bank wish fairly you know fairly simple again you know third my third grader can handle it pretty well we think you guys can handle it so the point is you know we go through this a lot of really obvious things to say we're saying when you go back and you want to talk to people about integrating max into your environment but there's one last thing that I wanted to talk about that I haven't hit on is the security aspect okay turns out right now there is a huge move of people who are just kind of 22 views one view is the amount of money they spend a lost time due to viruses is phenomenal just the amount of downtime due to viruses people voix literally major companies left lost a whole day of operations due to him a handling a virus you realize that could be the whole profit for a quarter that one day that's a risk that's a really brutal risk to take so you know a lot of people are sort of saying do a have to do this right so what's going on here the other half of the people are sitting there and saying is it smart to have a monoculture I'm sure you've all heard this argument it's a look you know just like in biology if you have like all the wheat is identical one fungus can come and wipe it all out right there's no redundancies there's no variety it's extremely vulnerable same thing goes if you have one set one architecture in your company one virus can come in and shut it down so that's not a good place to be so a lot of folks right now are looking at the model saying you know we're going to take twenty percent of our desktops and have them be something other than Microsoft you know not because they don't like Microsoft find products but they just need to have variety and it's so that one virus doesn't come in and just bring them down to their knees and this is something i think that's gaining a lot of steam right now so on one hand lost productivity due to viruses other hand you know one way to fight that and get ahead of it is to diversify the base a little bit now you know it's interesting in the past people used to say you know a heterogeneous environment and it's expensive it's more expensive it's harder to manage and there's a truth to that so there's a cost to that but now what's happening is we finally understand there's a cost to a homogenous environment as well and that cost comes through decreased security so you just think of balancing that so what we're seeing is people really taking a look and saying you know we want to go somewhere different now a lot of people would argue well you know max aren't really not much more secure you know it's because the volume small right it's small part of market as a result if I'm a virus writer I'm not going to go after that I'm going to go to the big stage which is the ninety-five percent of computers out there that are windows right you hear that a lot to that I say hey we'll run that experiment we'll take the 25 percent market share and we'll see you know for secure or not maybe we'll be maybe we won't but you know we'll run that dead extranet the point is at the end of the day it doesn't really matter why you know we have not yet had no knock on wood right nobody's perfect we haven't had a major virus yet right and that's something you can you can say you know we eat again we always cross your fingers because it can happen but for some reason it hasn't hit yet so the point is we generally have a much better security record and that's something that I think we're very proud of and there are some pretty interesting reasons why we're doing it right is obviously being we believe being open and having an open source core makes for more secure product you know why because the security vulnerabilities are bugs and the best way to stomp out bugs is have somebody do peer review and look at your work have some other eyes look at it right you guys have all done you neither develop code or done you know engineering projects and you see things from one angle somebody else comes along and they'll look at it from a very different angle and find an error well that's what open source is all about is peer review having other people look at the code and that's something we think has really been effective for us you know we get ahead of it matter of fact we find that the majority of people learning us about a potential flaw comes from outside of our development organization someone else looking at it and saying oh look at that that could be a problem you know these are theoretical but we get to fix them ahead of time so we have a lot of eyes looking at that contrast with a proprietary approach where you have to trust the vendor and that particular develop an organization to get every single bug right you just you just you can't you gotta trust that they're doing it and you also know that there's no outside kind of auditing going on of the code it's only that one organization and it tends to be tend to get a pretty single view of the world from that standpoint so we think that's been really good the other interesting thing is we also built Mac OS 10 from the ground up to be secure and that's also paid evidence you know I a lot of ways we had the advantage because Mac extends a new operating system of having we can develop it after we knew about the whole internet and we knew about a lot of flaws you know potential flaws out there so we could build it in as we built Mac OS 10 from the ground up right so as a result when you look at the things we built in as for a secure setup you know all our torts are closed right out of the box right the services are off I have a customer outside newsgroup if we really funny is at a university ok so what he does he goes into the server room installs the computer gets it up and running gets it going walks back to his office sits down his server had already been compromised ok I mean within like it was like literally said it was a two minute exercise it was just BAM so you know we get around that you don't have to go in detail do a security detail when you buy a mac and that's really important again that's because we knew about it when we were building it there's a lot of other features like that we build in right from the ground up you know it's as simple things like the route you know route is off when you start you know it's disabled so that you know that's a nice security feature for you to keep people from immortally exploiting this machine you know we do you know we have a nice way of requiring authentication when you want to load in a new application or run it right you gotta fennec ate it our mail is safe that when you want to run something or run a binary out of mail you know we we make sure that you know you're running a binary out of mail right so you can't do it telling the scenes there's a lot of interesting stuff like that that we built in to make it a lot harder to exploit a machine the other aspect is we made it easy to stay secure this is one of the interesting part is a lot of the problems happen on machines that are out of date you know there's been a security patch issued but somebody just didn't install it right well what we've done within the RSU process software updates it's just made it real simple for people to keep up to date and that's a lot of the reasons behind it oh and by the way those are signed packages that come down so you know they're actually real and they're not being spoofed so the point is is we've really built in a lot of a lot of security you know just to stay secure and then finally there's the communications in the community aspect of this is something we probably should publicize more well how we communicate our security issues you know we have a couple of methods here the first one is when you get your software update you get a description of what what's there that's generally fairly generic because its aim for every single user out there in the world okay that isn't going to understand a lot of the technology so we try to make it as clear as possible but for a very large audience and a non-technical audience typically from there you can drill down and get to our website and on our website we do go into details as far as exactly what the security issue is and what we're fixing on a patch so you can see that and just draw a lot deeper we also work with a lot of the outside groups you know who are who are like CVE which is a mitre you know run a you know the organization and essentially there you can actually track these security issues and really growth in incredible detail online so there's a kind of a layered approach to get the information out there and we participate very very heavily than that so the point is is in a way our trump card at the end of the day in talking about it is is really about security and again you know we can't make any major promises that will never have a virus you know we knock on wood that it won't happen our track record to date has been extremely good so we're very happy about that so again to kind of summarize here when you go back right I tried to run through some of the things I've heard some of the myths I've I've encountered try to give you some come back to that but at the end of the day I think when you kind of sum it up and say you know it's all about the power of UNIX you know the simplicity of the Mac whenever I get two people to really have that light go on and that's what they're getting people generally really get excited I love going sitting down my favorite person to go talk to is the absolute skeptic and whenever I go through a demo I can usually get them turned into about a half hour and again it all comes back to it's all about the power of eunuchs in the simplicity with of the mac