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I have no idea why you're getting downvoted. If a company decides not to produce wireless routers (which were class leading) or monitors etc anymore, all becau

by ulfw 8y ago

I have no idea why you're getting downvoted. If a company decides not to produce wireless routers (which were class leading) or monitors etc anymore, all because they're non "core" to a computer/mobile hardware company then I don't see how building automotive AI is core to a computer/mobile hardware computer company that has zero core competency in either car manufacturing or AI.

saagarjha 8y ago
> I don't see how building automotive AI is core to a computer/mobile hardware computer I don't see why Apple needs to stay within the bounds what what you think their "core" products are.
- newnewpdro 8y ago
  They don't, but as a public company they do have obligations to their shareholders which at least suggest they shouldn't be neglecting their core business.
  - usaphp 8y ago
    I think the shareholders are the main reason why Apple actually stopped making routers and monitors. There isn’t much money in those products, and shareholders wants to see revenues, they don’t care what products you build as long as they make them money
usaphp 8y ago
They stopped making routers and monitors not because they are non “core” products, they stopped making them because there is not much money in it. You buy routers ones every 10 years probably, and margin is limited, but supporting them throughout this period is quite expensive. As for monitors, there is so many competitors right now, that it’s hard to make it worth building your own monitor, Especially if you want to win the market share you need to distinguish yourself from competition, and there is very little you can do to make your monitor distinguishable from your competitors. Automotive AI meanwhile is a future and they have to think about future with all the money they have now.
- groestl 8y ago
  Another option, assuming core Apple processes don't need more funding: they could pay out that cash as dividends, and let the market think about the future (getting the money to companies who's core actually is about automotive AI, if investors actually think so).
  - fipple 8y ago
    The other way of thinking about it is that autonomous cars are so obvious and will eventually be so commodity that Apple not sticking their logo on this market would be about as dumb as them not making the bigger phones the market demanded.
    - cmpolis 8y ago
      autonomous cars are so obvious and will eventually be so commodity Apple's core business (smart phones) will be commoditized way before autonomous cars - we're already seeing smart phone improvements becoming more and more incremental, longer device lifetimes, people less willing to spend for the latest and greatest
    - TheOtherHobbes 8y ago
      Would you buy an autonomous car from a company that can't build a reliable keyboard, and is still struggling with its maps?
    - tqkxzugoaupvwqr 8y ago
      I would be scared to buy an Apple car. Let there be a design flaw: It will take a class action suit for them to acknowledge it. Until then, anyone who drives to their Apple Car Store will be told to pay out of their own pocket for fixing it, that they obviously mishandled the car, Apple is not to blame, it is not covered under warranty.
      - scarface74 8y ago
        As opposed to Google with their world class customer support or Uber with their great reputation for safety and ethics....
chipotle_coyote 8y ago
I suppose they're getting downvoted because "why are you working on X when Y has problems" is kind of a silly argument. The problems with the butterfly keyboard design are almost certainly not a result of all the keyswitch engineers having been foolishly reassigned to work in the automotive group.
- reindeerer 8y ago
  It's very much a focus and resource allocation problem. Double the number of engineers working on the keyboard and it doesn't happen
  - vardump 8y ago
    Doubling the number of engineers can also make progress slower, once communication costs dominate. (Or did you mean the keyboard doesn't happen if number of engineers is doubled? I don't think it can be that bad.)
  - nerdbeere 8y ago
    …and 9 women are known to bear a child in one month
    - rightbyte 8y ago
      Adding people to a department actually helps if it's understaffed. But I guess the keyboard design is a managment problem not a engineer problem. "The mythical man month" should not be interpreted dogmatically.
      - TheOtherHobbes 8y ago
        The existence of the Autonomous Car Unit was also a management problem. The unstated truth in the "mythical man month" is that you can't rescue a project by throwing people at it if the project is out of control because of poor management. Stellar management can do almost anything. Mediocre management bumbles around creating failures.
Gustomaximus 8y ago
I kinda feel cars are core to Apple. Essentially they are a screen company if you think about it. Their job is to own all your screens and make a quality experience across them, both the bonus of upselling services to said screens. A car dash is the last (others?) of the more used screens they haven't covered yet. So probably a market they dont want to miss out on, especially as it ties in with other areas so well like music, maps and in the future apps.
- jug 8y ago
  They do have Apple CarPlay though.
  - ghaff 8y ago
    Which is actually pretty good. Had one in a rental a month or so back and I was, wow, a vehicle entertainment system that actually works rather than being primarily occupied with sucking the contacts off my phone.
randomsearch 8y ago
I think ulfw’s argument about product line focus makes sense, but the parent was implying Apple can’t make laptops, whereas compared to most manufacturers their products are incredible (but still imperfect).
ksec 8y ago
>then I don't see how building automotive AI is core to a computer/mobile hardware computer company that has zero core competency in either car manufacturing or AI. Autonomous Vehicle, is basically a Giant Mobile iPhone that you can sit in it. There will be lots of custom silicon doing software calculation, LiDAR making 10s to million of input every second, a gigantic battery, and lots of softwares. Although I still think AV is at least another 5 - 10 years away in real world usage.
- amelius 8y ago
  > Autonomous Vehicle, is basically a Giant Mobile iPhone that you can sit in it. Ugh. What's next? It seems in the future everything will look like an iPhone and is built by one company. Why can't we have more modularization in the economy, i.e. smaller companies that do 1 thing well, which sell to potentially multiple other companies that do 1 thing well too? Perhaps we should set a hard limit on the number of employees working for a single company, e.g. 1k.
  - oblio 8y ago
    An iPhone is made by many different suppliers. Apple only makes a handful of chips. Important chips, but hardly everything in the phone.
    - jsjohnst 8y ago
      Apple doesn’t even “make” the chips, they design them. TSMC and GlobalFoundry have been the fabs historically that have done the actual “making” of them.
      - amelius 8y ago
        The point is that if Apple's obsession with supply chain integration continues, then at some point even the fabs might be assimilated. This can happen e.g. if their CPU design division needs tighter control over fabrication, or if they develop a key technology at the silicon level that they want to keep out of the hands of their competitors.
jsjohnst 8y ago
Do you think before the iPhone came out that Apple was experts in basebands and antenna design? Were you bitching about that when iTunes was a PoS in 2005? Were you ranting that the Wi-Fi bugs in 10.4 weren’t getting fixed because they were working on phones and tablets which they had no core compentency in back then? Point being, everyone is calling doom for Apple saying they’ve not invented the next great thing, yet when they work on the fields that will likely be the next big thing, they get ridiculed by folks like you. Seems they are damned either way, no?
ako 8y ago
You have core now, core in the future, and never core. When work started on the iphone, phone weren't core, but there was a vision that it could be. Routers were killed because there was no future where routers would ever be core. Apparently Apple sees (saw) a future where automotive AI might be core.
millstone 8y ago
It's really not that confusing. Routers, discrete monitors, or cars are not core to Apple's existing businesses. But of the three, only cars represent a market large enough to be worth pursuing. So that's where Apple invests and attempts to develop competency.
- mrweasel 8y ago
  It's hard to see them making any money on cars anytime soon. Autonomous cars are at least 20 years away. Profit margins on cars isn't even close to that of an iPhone. Also it would be entering an entirely new field of business that not only require the R&D to make the car, they also need the infrastructure to handle sales and repairs. Apple does have the money to pull it off, if they want to. I would just question if they'd profit from the project.
  - scarface74 8y ago
    “We’ve learned and struggled for a few years here figuring out how to make a decent phone, PC guys are not going to just figure this out. They’re not going to just walk in.” Former CEO of Palm.

by ulfw 8y ago

saagarjha 8y ago

> I don't see how building automotive AI is core to a computer/mobile hardware computer I don't see why Apple needs to stay within the bounds what what you think their "core" products are.

newnewpdro 8y ago
They don't, but as a public company they do have obligations to their shareholders which at least suggest they shouldn't be neglecting their core business.
- usaphp 8y ago
  I think the shareholders are the main reason why Apple actually stopped making routers and monitors. There isn’t much money in those products, and shareholders wants to see revenues, they don’t care what products you build as long as they make them money

usaphp 8y ago

They stopped making routers and monitors not because they are non “core” products, they stopped making them because there is not much money in it. You buy routers ones every 10 years probably, and margin is limited, but supporting them throughout this period is quite expensive. As for monitors, there is so many competitors right now, that it’s hard to make it worth building your own monitor, Especially if you want to win the market share you need to distinguish yourself from competition, and there is very little you can do to make your monitor distinguishable from your competitors. Automotive AI meanwhile is a future and they have to think about future with all the money they have now.

groestl 8y ago
Another option, assuming core Apple processes don't need more funding: they could pay out that cash as dividends, and let the market think about the future (getting the money to companies who's core actually is about automotive AI, if investors actually think so).
- fipple 8y ago
  The other way of thinking about it is that autonomous cars are so obvious and will eventually be so commodity that Apple not sticking their logo on this market would be about as dumb as them not making the bigger phones the market demanded.
  - cmpolis 8y ago
    autonomous cars are so obvious and will eventually be so commodity Apple's core business (smart phones) will be commoditized way before autonomous cars - we're already seeing smart phone improvements becoming more and more incremental, longer device lifetimes, people less willing to spend for the latest and greatest
  - TheOtherHobbes 8y ago
    Would you buy an autonomous car from a company that can't build a reliable keyboard, and is still struggling with its maps?
  - tqkxzugoaupvwqr 8y ago
    I would be scared to buy an Apple car. Let there be a design flaw: It will take a class action suit for them to acknowledge it. Until then, anyone who drives to their Apple Car Store will be told to pay out of their own pocket for fixing it, that they obviously mishandled the car, Apple is not to blame, it is not covered under warranty.
    - scarface74 8y ago
      As opposed to Google with their world class customer support or Uber with their great reputation for safety and ethics....

chipotle_coyote 8y ago

I suppose they're getting downvoted because "why are you working on X when Y has problems" is kind of a silly argument. The problems with the butterfly keyboard design are almost certainly not a result of all the keyswitch engineers having been foolishly reassigned to work in the automotive group.

reindeerer 8y ago
It's very much a focus and resource allocation problem. Double the number of engineers working on the keyboard and it doesn't happen
- vardump 8y ago
  Doubling the number of engineers can also make progress slower, once communication costs dominate. (Or did you mean the keyboard doesn't happen if number of engineers is doubled? I don't think it can be that bad.)
- nerdbeere 8y ago
  …and 9 women are known to bear a child in one month
  - rightbyte 8y ago
    Adding people to a department actually helps if it's understaffed. But I guess the keyboard design is a managment problem not a engineer problem. "The mythical man month" should not be interpreted dogmatically.
    - TheOtherHobbes 8y ago
      The existence of the Autonomous Car Unit was also a management problem. The unstated truth in the "mythical man month" is that you can't rescue a project by throwing people at it if the project is out of control because of poor management. Stellar management can do almost anything. Mediocre management bumbles around creating failures.

Gustomaximus 8y ago

I kinda feel cars are core to Apple. Essentially they are a screen company if you think about it. Their job is to own all your screens and make a quality experience across them, both the bonus of upselling services to said screens. A car dash is the last (others?) of the more used screens they haven't covered yet. So probably a market they dont want to miss out on, especially as it ties in with other areas so well like music, maps and in the future apps.

jug 8y ago
They do have Apple CarPlay though.
- ghaff 8y ago
  Which is actually pretty good. Had one in a rental a month or so back and I was, wow, a vehicle entertainment system that actually works rather than being primarily occupied with sucking the contacts off my phone.

randomsearch 8y ago

I think ulfw’s argument about product line focus makes sense, but the parent was implying Apple can’t make laptops, whereas compared to most manufacturers their products are incredible (but still imperfect).

ksec 8y ago

>then I don't see how building automotive AI is core to a computer/mobile hardware computer company that has zero core competency in either car manufacturing or AI. Autonomous Vehicle, is basically a Giant Mobile iPhone that you can sit in it. There will be lots of custom silicon doing software calculation, LiDAR making 10s to million of input every second, a gigantic battery, and lots of softwares. Although I still think AV is at least another 5 - 10 years away in real world usage.

amelius 8y ago
> Autonomous Vehicle, is basically a Giant Mobile iPhone that you can sit in it. Ugh. What's next? It seems in the future everything will look like an iPhone and is built by one company. Why can't we have more modularization in the economy, i.e. smaller companies that do 1 thing well, which sell to potentially multiple other companies that do 1 thing well too? Perhaps we should set a hard limit on the number of employees working for a single company, e.g. 1k.
- oblio 8y ago
  An iPhone is made by many different suppliers. Apple only makes a handful of chips. Important chips, but hardly everything in the phone.
  - jsjohnst 8y ago
    Apple doesn’t even “make” the chips, they design them. TSMC and GlobalFoundry have been the fabs historically that have done the actual “making” of them.
    - amelius 8y ago
      The point is that if Apple's obsession with supply chain integration continues, then at some point even the fabs might be assimilated. This can happen e.g. if their CPU design division needs tighter control over fabrication, or if they develop a key technology at the silicon level that they want to keep out of the hands of their competitors.

jsjohnst 8y ago

Do you think before the iPhone came out that Apple was experts in basebands and antenna design? Were you bitching about that when iTunes was a PoS in 2005? Were you ranting that the Wi-Fi bugs in 10.4 weren’t getting fixed because they were working on phones and tablets which they had no core compentency in back then? Point being, everyone is calling doom for Apple saying they’ve not invented the next great thing, yet when they work on the fields that will likely be the next big thing, they get ridiculed by folks like you. Seems they are damned either way, no?

ako 8y ago

You have core now, core in the future, and never core. When work started on the iphone, phone weren't core, but there was a vision that it could be. Routers were killed because there was no future where routers would ever be core. Apparently Apple sees (saw) a future where automotive AI might be core.

millstone 8y ago

It's really not that confusing. Routers, discrete monitors, or cars are not core to Apple's existing businesses. But of the three, only cars represent a market large enough to be worth pursuing. So that's where Apple invests and attempts to develop competency.

mrweasel 8y ago
It's hard to see them making any money on cars anytime soon. Autonomous cars are at least 20 years away. Profit margins on cars isn't even close to that of an iPhone. Also it would be entering an entirely new field of business that not only require the R&D to make the car, they also need the infrastructure to handle sales and repairs. Apple does have the money to pull it off, if they want to. I would just question if they'd profit from the project.
- scarface74 8y ago
  “We’ve learned and struggled for a few years here figuring out how to make a decent phone, PC guys are not going to just figure this out. They’re not going to just walk in.” Former CEO of Palm.