John Ternus is now in charge of Apple. While the iPhone Duo was undoubtedly started during Cook’s tenure, it sure sounds like his fingerprints were all over it. And it’s been interesting to see the coverage that he thinks Apple needs to try more things and move faster.
If I’m reading the tea leaves right (I’m probably not, but go with it), that means Apple might make weird stuff again. Like, say, a folding phone.
I have my own list of weird stuff I’d like Apple to make, and on the off chance that John Ternus is one of my small readers (he is not), I thought I’d share the list. I really want the first five or six. Everything after that is something I’d consider if I were the CEO (probably for the best I’m not).
- A Surface Studio-style Mac that allows to angle the monitor to a drafting table level so I can use the Pencil Pro on my desk.
- Also add that feature to the Studio Display.
- A 32″ Studio Display XDR. You could call it Studio Display Ultra Pro Max. Investors will love that product synergy.
- An iPhone mini Pro with the high-end Pro camera system in a tiny phone. People used to write books on their iPhones before the Great Embigenning, which can be traced to the iPhone 6 and has never ceased.
- A MacBook Pro with cellular.
- Bring back the Mac Pro. Make it a loss leader. Maybe you only sell a thousand of them to a few AI developers, but Apple should have a halo Mac. Make an all new chip for it. The chip lineup becomes the MX, MX Pro, MX Max, MX Ultra, and MX Quadra. (Name pending.) This is the go-for-it computer; it’s the one that ever AI researcher wishes they could afford, and John Siracusa will somehow end up with two. Add in the ability to add discrete GPUs again and patch things up with Nvidia.
- Form a team who works exclusively on building relationships with video game developers. Make the tools those developers need, because you sure don’t now. Get more games on the Mac. Make porting games from macOS to iOS and iPadOS as easy as checking a box when submitting.
- Make a mesh network router system. Seriously, you bolted a screen on to a Homepod before you thought to reintroduce a router?
- Completely rethink iPadOS. Just throw it out and start again. Work from Steve’s original vision: what can a tablet do that a laptop or a phone can’t? Right now, it’s a terrible Mac, and it’s only half as good a tablet as it could be. If you’re never going to add Terminal or let people build apps on the iPad, and it’s always going to be locked down, it’s time to turn it into an incredible tablet, and stop bolting on Mac features that it wasn’t designed for. (It’s Apple’s first Toaster Fridge, John, and that’s a reference.)
- Buy Sketch. I don’t know what you should do with Sketch, but it’s really weird that you own Pixelmator and Final Cut Pro, but not a design tool. I think there’s a lot of space left to innovate in design tools, and Apple could obviously benefit from owning the tool that they use for UI design. (Unless everybody at Apple still uses Keynote? In which case, congrats.) I’d love it if you could get Sketch on the iPad too. Let me draw my designs with an Apple Pencil. Turn my hideous drawings into high-fidelity UI, if you please.
- Put a nano-texture display option on the iPhone.
- Make a fitness band that looks like the Livestrong armbands. Let it track your workouts and steps. Multiple vibrant colours. Stretchable rubber. $100. (Send me a cheque for this idea John. It’ll sell like hotcakes and it’s so obvious I can’t believe you haven’t done it.)
- Reboot the iPod Classic. Load up your own music or stream from Apple Music. Wifi, or wifi and cellular. Monochrome screen, no touch. Up to 256gb of storage is probably enough, since streaming can help reduce storage needs. Add in podcasts, and add the audio features Marco Arment popularized with Overcast to the app to make it the killer feature of this thing. This would probably be a dud, but I’m not a sentimental person, and I’d punch a penguin to get a functional Click Wheel back in my house. Plus, it’s almost retro enough to be cool with young people again.
- A foldable iPad. No outer screen. Just an iPad.
- Throw out the Music app on the Mac. Entirely discard it. Now build it again, but make it suck less. (Things to check: can you type more than one character into the search bar without breaking the app? Will audio output work every time you hit play, and not just some of the time? Do network connection interruptions mute audio playback entirely? Does music you add from Apple Music rot over time, with metadata seemingly fracturing and rotting under your fingers? I could go on. Things to add: let me easily browse albums. Let me view albums in a playlist, not just songs. When I view by artist, I want to see their albums in my library by release year, from oldest to newest, in a grid. I don’t want to see all the songs listed out.)
- Bring third-party app stores to iPhone. If your app store is so fantastic, let it compete.
- Let me install apps directly on my phone, like I can on a Mac. (If your app store is is so fantastic, let it compete. Is that an echo?)
- Make a cheese grater.