Can AI Be Human-First? Apple Thinks So.

Summary

Podcast Summary: "Can AI Be Human-First? Apple Thinks So."

Podcast: Mostly Human with Laurie Segall
Date: June 11, 2026
Host: Laurie Segall
Guests: Craig Federighi (Apple’s Senior VP of Software Engineering), “Jaws” (Apple Executive, Chief of Marketing)

Overview

In this episode, Laurie Segall talks to Craig Federighi and Jaws about Apple’s vision for artificial intelligence (AI), with a particular focus on what it means to make AI “human-first.” They explore how Apple’s approach to AI centers around privacy and utility, resisting the trend to build AI for AI’s sake. The conversation further delves into the design philosophy behind Apple’s new AI features, user empowerment, privacy innovations, child safety, and maintaining a people-centered company culture in an environment of rapid technological acceleration.

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Key Discussion Points & Insights

1. What Does Human-Centered AI Mean at Apple?

(04:10 – 05:50)

• Apple’s Historical Approach: Apple has always started with a focus on the user, asking how new tech can empower real people.
• AI as an Empowerment Tool: For Apple, AI isn’t about building tech for its own sake but about making life simpler or more empowering for users.
  • Quote (Craig Federighi, 05:03):

    “Don’t say, I’ve got a hammer and let me look for a nail. Think about...start with the person and their experience and how you could make their lives better.”

2. Apple’s AI Features: Utility Over "Sexy" Claims

(05:50 – 07:47)

• Laurie’s Perspective: Apple’s AI announcements focus on useful, unflashy tools—like bill splitting, organizing tabs, or automating notes.
• Utility is “Sexy” When It Empowers: Instead of promising to “cure loneliness,” Apple wants to save users time for real-world creativity and connections.
  • Quote (Craig Federighi, 07:13):

    “I guess that’s where the sexy part comes in, right? I don’t think the sexy part actually belongs in the computer. It belongs in your life.”

3. AI and Human Relationships: No Artificial Intimacy

(07:47 – 08:58)

• No AI Girlfriends/Boyfriends: Apple’s AI avoids the trap of trying to be your friend or partner—Siri is there to help, not to foster artificial intimacy.

  • Quote (Craig Federighi, 08:08):

    “If you try to engage Siri as a romantic partner, Siri’s not into it. Yeah, Siri is 100% not into that.”

• Contrast with Other Chatbots: Most chatbots today aim for “engagement,” but Apple’s focus is on helpfulness, not emotional entanglement.

4. Invisible AI: Making Technology "Disappear"

(08:58 – 10:32)

• Jaws' Philosophy: The best AI is felt, not seen—it should enable things without the user needing to know it's AI-driven.

  • Quote (Jaws, 09:06):

    “We don’t want our users to have to be prompt experts...We want to meet them where they’re at, have the products and features become better.”

• Contextual Features Example: Adding a dinner date from a text directly to your calendar is the result of complex AI, but feels effortless.

  • Quote (Federighi, 09:54):

    “To you that’s just, oh, of course. As a human, that seems like the most natural thing in the world. Well, that was a bunch of AI…”

5. Personal Context and Privacy: On-Device Intelligence

(10:32 – 12:22)

• Understanding You: Siri now better understands personal context—like who “mom” is or what show you’re watching.
• Privacy Emphasis: All personal context remains on your device; Apple does not use it to build profiles for monetization.

  • Quote (Jaws, 11:31):

    “Your device…knows this right through this incredibly private by design mechanism that does not send this all to something that…become [s] profiling you…”

  • Quote (Federighi, 11:55):

    “Your iPhone is yours. Right. Your data is yours, and it stays on your phone in your control…”

6. Design Decisions and the Rock Tumbler Metaphor

(13:26 – 17:47)

• Apple’s Design Values: Design involves both pixel-level detail and company-wide values—every product starts with, “would I/build for people I love?”

• Iterative Process: The “rock tumbler” metaphor—products are shaped by a lively, sometimes messy process of many people “banging” ideas together until something polished emerges.

  • Quote (Federighi, 15:24):

    “It’s not a completely sterile, organized process. It’s throwing a lot of ideas around…ultimately coming out with something better than any one of us…”

• Motivation Differs from Other Tech Companies: Apple’s model does not depend on maximizing engagement or time-on-device.

  • Quote (Jaws, 18:09):

    “Their whole business model is about, I need to keep you in what you’re in...That’s not us.”

7. AI for Security: Automatic Password Changes

(18:47 – 21:06)

• Proactive Security: New features allow Apple’s AI to proactively change compromised passwords for users behind the scenes—without Apple itself ever seeing your credentials.
  • Quote (Federighi, 19:35):

    “Now that we have the AI and this agentic technology…it can go to the website for you in the background…Go to that password change screen for you, enter your past password…put in the new password, save it off in the passwords app...No longer are you using that insecure password.”

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8. Society & AI: Anxiety, Jobs, and the Speed of Change

(21:08 – 24:04)

• Anxiety Is Reasonable: Americans (including Federighi’s own kids) are ambivalent and concerned about the pace and consequences of AI, especially regarding jobs.

  • Quote (Federighi, 21:54):

    “It’s hard for any normal person to keep up with...I think those are all reasonable thoughts to have. We’re optimists...and I do think, in the end, this all has a happy ending.”

• Comparison to Past Tech Revolutions: Like the industrial revolution or the introduction of personal computers—AI as a tool, not a replacement.

  • Quote (Jaws, 24:04):

    “The reality is it didn’t replace accountants. It became a powerful tool…And I think a lot of computing has been that way over years.”

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9. Privacy in the AI Age

(28:55 – 31:43)

• Two Levels of Privacy:
  1. Training: Apple doesn’t use user data for AI training—instead it licenses or creates its own.
  2. Personalization: Whenever personal context is needed, only the device itself has access—on-device processing and a “private cloud compute” system preserve privacy.

  • Quote (Federighi, 29:13):

    “If we need data to train a new model, we’re going to license it or go create it ourselves…never involves using our customers’ private information.”

  • Quote (Federighi, 30:28):

    “We believe that…personal intelligence is incredibly important. But you have to architect to make sure that only you and your device that you control is in possession of that information.”

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10. Digital Literacy, Scams & Safety

(31:43 – 38:21)

• Laurie Interviews a Scammer: Demonstrates how personal data leaks make users vulnerable to scams.
• Apple’s Advice: Be selective with your information, use privacy-centric tools; skepticism is necessary in unsolicited contacts.
  • Quote (Federighi, 34:43):

    “Pick the right browser, pick the right tools, be careful where you give your information...I think there’s parts of our brain that...could be vigilant for the scam, are instead thinking, ‘oh my gosh, I’ve got a family member I care about. How can I go help them?’”

• Apple as Privacy Champion: Apple emphasizes transparency in tracker blocking and avoiding the user-as-product business model.
  • Quote (Jaws, 37:19):

    “We’re not against advertising, but we want users to have to give consent...To us, that has been so important.”

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11. Child Safety and the Case for "Dumb" Devices

(38:21 – 42:43)

• Parental Controls & Simplicity: Responding to a parent who wants basic devices, Apple highlights new options enabling parents to tightly control what a child’s iPhone can do. Parents start from the “simplest phone” and unlock features over time.

  • Quote (Federighi, 39:53):

    “The baseline experience is completely focused...call mom and dad and grandma and grandpa and that’s it...let the parent decide what the time is that’s right for their child...”

• Not a “One Size Fits All” Model: Emphasis on easy, accessible tools that empower parents to adjust as needed.

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12. Apple’s People-First Culture & Looking Forward

(46:44 – 55:41)

• Teamwork & Humility: Jaws reflects on 40 years at Apple—emphasizing collaboration, a willingness to change your mind (“rock tumbler”), and focus on products, not personal egos.

  • Quote (Jaws, 49:31):

    “It’s not about being right, it’s about doing the right thing...It only works if you’re willing to engage and say that we're willing to listen to each other and then say, okay, yeah, that way is better than any one of us thought, let’s go do it.”

• Products Before Profits: Success comes from focusing relentlessly on great products that enrich users’ lives, not chasing engagement metrics or ad dollars.

  • Quote (Jaws, 49:44):

    “Steve came back with the idea that look, great companies fail because they forget about creating great products…”

• Personal Stories:

  • Federighi’s Journey: From “computers are for posers” as a 10-year-old, to astonishment at programming possibilities, to lifelong passion for coding and enabling creativity via technology (51:08 – 54:11).
  • Staying Punk Rock: Apple may now be the norm, but the company culture still prizes creative risk, focus, and not resting on past success.
  • Quote (Federighi, 56:37):

    “No one I think is more surprised than we are that to go from being the underdog to suddenly finding like what, what in the heck just happened? We’re…kind of successful…that’s weird. It doesn’t fit with your self-conception…”

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Notable Quotes & Timestamps

• On Utility Over Hype:

  “I don’t think the sexy part actually belongs in the computer. It belongs in your life.” – Craig Federighi (07:13)

• On Design Philosophy:

  “It’s not a completely sterile, organized process. It’s throwing a lot of ideas around…ultimately coming out with something better than any one of us…” – Craig Federighi (15:24)

• On Privacy:

  “Your iPhone is yours. Right. Your data is yours, and it stays on your phone in your control, and Siri is using it for. For you. Apple doesn’t get to know any of this stuff, and that is very different than, I think, most players in this space.” – Craig Federighi (11:55)

• On Motivations:

  “There’s no benefit to us in [keeping you engaged on your device]. Some people, their whole business model is about…my experience. That’s how I make my money. That’s not us.” – Jaws (18:09)

• On Embracing Change:

  “This is a lot happening fast...That’s why again, companies like Apple are important, because we’re trying to bring the humanity to these things and what we do.” – Jaws (24:04)

• On Team & Purpose:

  “It’s not about being right, it’s about doing the right thing...It only works if you’re willing to engage and say that we're willing to listen to each other and then say, okay, yeah, that way is better than any one of us thought, let’s go do it.” – Jaws (49:31)

• On Coding as a Passion:

  “Once I got on that in that loop, it never let me go, you know, And I feel unbelievably blessed for it.” – Craig Federighi (54:02)

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Recap & Takeaways

• Apple’s Human-First AI: Utility, privacy, and empowerment are core; AI should disappear into the background and enrich real life—not substitute for it.
• Privacy by Design: Apple leads by keeping your data on your device and avoiding monetization via profiling.
• Responsible Innovation: Features like automatic password changes and improved child safety show Apple aims for practical daily help.
• Culture Still Rooted in People and Product: Rock tumbler collaboration, iteration, and focus mean the company strives to remain creative even at scale.
• Guarding Against Anxiety: Apple recognizes—and doesn’t minimize—the anxieties around AI and the rapid pace of change, but offers optimism rooted in experience.
• Personal Stories: Both guests reflect on decades-long journeys, the culture they help shape, and how even giants can still think different.

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For listeners wanting more from this episode: It’s a surprisingly personal and pragmatic look at AI from two longtime Apple leaders—heavy on philosophy, transparency, and reassurance, light on sci-fi hype, and full of tangible detail about Apple’s unique approach to making technology that empowers rather than overwhelms.

Transcript

[Podcast Host]

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[Craig Federighi]

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[Lori Siegel]

I'm Lori Siegel, and you're listening to Mostly Human, a tech podcast through a human lens. Craig and Jas. I'm so happy to be sitting here with y'.

[Scammer/Interviewer Assistant]

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[Lori Siegel]

So to give context to the folks who are listening, you are Chief of Software, Chief of Marketing. Very fancy titles. I want to start specifically with what I think so many folks have been thinking about, which is Apple and artificial intelligence. When I was watching you, Craig, on stage, there was one line I wrote down that you said that I thought was really interesting because there's been so much anticipation about Apple and AI. And you said that some developers seem to be racing to develop AI for the sake of AI without thinking of people. And then you said, truly helpful AI must be centered around you. So I thought maybe starting the conversation with, what does AI centered around me actually mean? What does that look like?

[Craig Federighi]

Well, I think that's central to who Apple always is around everything we do. I mean, if you think going back to the beginnings of this company, there were these nascent technology in the form of microprocessors. And our founders said, how can we make something useful out of this? Useful to people? And then you look at graphical user interfaces and mobility with iPhone, and all of this is where there's all this technological possibility out there. And initially it's used by people trying to figure out, what is this all for? What does this mean to people? And I think for Apple, the question is, don't say, I've got a hammer and let me look for a nail. Think about. Start with the person and their experience and how you could make their lives better, and then look for the things that could enable that and build useful experiences out of that. And that's what, for us, AI is another one of those capabilities that fulfills all of these things that we've wanted to do for so long in designing these experiences. But where that ability for the system the machine to really understand you and what you were trying to accomplish was only so capable. And now there's this leap in capability. And so now it can connect with. With things that we think we've always wanted our phone and our iPads and our Macs to do for us. And we know that our customers feel the same way. And now we're trying to bring that to them. But that's where it starts. It starts at what's something that matters to you that would make your day a little bit better, let you feel a little bit more empowered. And if we can bring this technology to bear on that problem, that's a wonderful role for Apple to play.

[Lori Siegel]

I cover all sorts of different AI companies and what they're trying to do and what their mission is. And over the last years, it's been fascinating because you're talking to folks who say they want to cure loneliness with AI. And as I was sitting there listening to what y' all were announcing on stage, and just to give a little bit of the things that I were like, oh, I would use this, or, oh, okay, I would probably use this. You know, point your iPhone at the bill, be able to split the bill. Tab organization, like, tabaholic in front of y'.

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[Lori Siegel]

I have so many tabs open right now, it stresses me out. The notes app, I have, like, very disorganized notes. I took a lot when you were speaking. But now you're able to use Siri, right click it, and the next thing you know, it can organize it and send an email. You can have it scan and look at text messages and, you know, get a podcast in that way. Spatial reframing. I mean, not to. I'm not gonna announce all the things that.

[Craig Federighi]

You're doing great.

[Jaws (Apple Executive)]

You're doing great.

[Craig Federighi]

Please keep going.

[Lori Siegel]

We don't need to do an announce off. We're good. But what my point in all of this is, like, when I think about this anticipation about what Apple's gonna announce, and don't get mad at me for saying this, okay, it's not sexy. Well, it is to the developers. It's not like, sexy like you're gonna cure loneliness or, like, cancer, but it's. It's utility to some degree.

[Jaws (Apple Executive)]

Usefulness. Yeah.

[Lori Siegel]

And usefulness. So is that. The point of it is that I

[Craig Federighi]

think that utility is at the foundation of human creativity and. And ultimately time for connection. Right. I mean, I think the. The. The unlock around all of this is that you get to live the rest of your life and you get to feel really Empowered, doing it. I guess that's where the. The sexy part comes in. Right? I don't think the sexy part actually belongs in the computer. It belongs. It belongs in your. Your life. And so that's. That's our focus. I mean, the idea of AI as a solution for. For loneliness. I mean, loneliness is about a lack of connection to real people, you know, real humans.

[Jaws (Apple Executive)]

We do think it should be real

[Craig Federighi]

people, and we think we're 100% on TV.

[Lori Siegel]

There are no AI girlfriends or boyfriends being created with the updated Siri AI.

[Craig Federighi]

No, no, no. Quite. Quite the opposite. Because as you may know, if you use many of the existing chatbots, they're really focused on engagement to a large degree. Like, they end sycophancy. Right? They kind of want to pull you in. They might encourage you to reveal things about yourself and then use that as a basis to establish a connection. And we view it quite the opposite. I mean, the way that we have designed Siri, Siri really wants to say, listen, that's not what I'm here for. Right? I'm here to. I'm here to help you. I can help you get things done. I can help you learn about the world. But if you try to engage Siri as a romantic partner, Siri's not into it. Yeah, Siri is 100% not into that.

[Lori Siegel]

Fine. Yeah, yeah, that's. You know, Jaws. I said, I saw something that you said in an interview about how you almost, like sometimes. And if I slaughter it, you'll tell me, but you don't want people to even know sometimes it's AI or you like it. When my favorites, when they don't realize it's AI, it kind of disappears. So can you paint the picture of what that looks like?

[Jaws (Apple Executive)]

Well, like Craig said, that goes back a lot to our roots. We like when technology disappears, right? You just focus on what you want to do. You focus on the content. And it's the same thing with AI. Craig said it and you referenced it. We don't do AI for AI sake. Hey, look at us. We're doing AI. It's. How does AI make everything better? And that makes our products better, our features better. And I love it when AI actually made that feature better. You didn't have to know you're an AI. We don't want our users to have to be prompt experts, right, to get. To get value out of what we're doing in our features. We want to meet them where they're at, have the products and features become better. And this is just a really helpful technology in making those features and products better.

[Craig Federighi]

You mentioned a few of our features and thank you again for doing that. But if you think about something as simple as you receive a text message, people are talking about dinner, someone says, how about this weekend, let's get together at six and we just drop a little button into the chat transcript that says add to calendar. Right now, it turned out there had to be a bunch of AI to understand that you were talking about an event. And then when you hit add to calendar and it figures out looking, reading that conversation, it understands, oh, here's where it is, here's when it is, here's who it's with. And so up comes a little sheet with a filled out calendar event. Well, to you that's just. Oh, of course. Right. As a human, that seems like the most natural thing in the world. Well, that was a bunch of AI trying to understand something, but you didn't have to think about, I'm interacting with AI. You just thought, oh, add to calendar, good, hooray, move on. You know, TDM eliminated so much of

[Lori Siegel]

what y' all are talking about with the updated Siri comes down to it understands your personal context. Can you explain what that means to folks who might not understand?

[Craig Federighi]

Yeah, it can be everything from understanding, you know, who your child is, who your parent is. You'll often want to refer in really natural terms to send this to mom or where's my kid? And understands who those people are. So it can solve the problem for you in the most natural way. It's also about where are you in the moment? I use Siri now, where I'm looking at some information about a show. I see an actor and I wonder, where did they grow up? I just literally type where did they grow up? And it knows what I'm looking at at that moment. I'm not typing their name or doing a bunch. And it can draw from the context of exactly as if Siri is there with me, understands what I understand, and can take the next step with me.

[Jaws (Apple Executive)]

What I love about that too is to make it clear we don't know that.

[Craig Federighi]

Good point.

[Jaws (Apple Executive)]

Your device, your iPhone or your Mac or your iPad. And by the way, works across all of them. It knows this right through this incredibly private by design mechanism that does not send this all to something that we become profiling you and creating a monetization opportunity out of you. No, this is very private information that stays on your device.

[Craig Federighi]

Yeah. And that's so critical because I think it is a challenging thing for a lot of People to understand the distinction between what your iPhone knows and what, say, Apple as a company knows. Your iPhone is yours. Right. Your data is yours, and it stays on your phone in your control, and Siri is using it for. For you. Apple doesn't get to know any of this stuff, and that is very different than, I think, most players in this space. And I think super important.

[Lori Siegel]

I would love to get. I definitely want to get into privacy. I'd love to get into design decisions. It's so interesting. You walk around Apple Park. It's very tran. Just for our listeners and viewers. It's very tranquil here. It is. And you really kind of get the sense, the privacy too. Right. It's almost like there's compounds that look like genius bars. I mean, it's crazy.

[Jaws (Apple Executive)]

It's really interesting as my ideation yurts the whole work.

[Lori Siegel]

Yeah, that's my first. My first time here. But I imagine that the conversations that you all have behind the closed doors here about design really impact everything, because when it comes to the future of AI, and you mentioned this a little bit, this idea of ending with a question mark or these AI, that is really agreeable. I was joking with Jaws the other day and said that chat DPT recently said to me, mom to mom, and I was like, wow, LLM, you're not a mom, you know? And I'm sure that was some kind of error.

[Jaws (Apple Executive)]

Yeah.

[Lori Siegel]

But these design decisions, the decisions you make behind closed doors here at Apple park can impact all of our lives.

[Craig Federighi]

So can you take this?

[Jaws (Apple Executive)]

Before Craig gives you a meeting answer, let me tell you one of my favorite moments. Yesterday we announced the changing of the curve of the corner of our windows, and people cheered. And that's because design is so important to Apple. It is so important to our users. It is so important to our developers. I couldn't imagine another company on the planet that would have a meeting like that and talk about a detail like that, which would get cheering from the crowd. That's how important it is to us and our community. So what you're bringing up is huge. Now you go to the meeting, answer to that point.

[Lori Siegel]

Design, when it comes to AI, can mean life and death. You know, I spoke to a mother who lost her son after. After he became addicted to a character AI chatbot. And so I, you know, I am. I'm curious about the conversations. If you could just give us. Take us to the rooms. I know y' all are very secret. Yeah, I know you don't say anything, but if you prefer to want to say Something tell us about the design decisions behind the scenes. Like, what did you decide not to do in order to make safer human

[Craig Federighi]

first AI Well, I think Jaws touched on one part of design, which, of course, is attention to detail. That's a huge part of who Apple is. And we have customers who resonate with that to a degree that they hold us to the highest standard. But the other part of design is rooted in our values. I mean, people are drawn to Apple for specific reasons, because of who we are. We grew up, many of us, we grew up with Apple technology in our lives. We were attracted to this place because of the way it resonated. And so there is a common set of values that are beneath everything we do. And we all have families and friends that use these products. We ourselves are huge users of our product. We're not building this for someone else that we don't understand or care about. We're building this first and foremost for people that are the closest people in our lives. And so the design process is all about, well, what would I want to, for myself and for people I care about to have in the world something that doesn't exist, something that's missing, something that could be made better. And that's where our discussions start in all of these cases where we're talking about how it should be and what's the right thing that would be better in the world. And there are a lot of. We talk about the rock tumbler at Apple, which is a lot of ideas. The rock tumbler. I mean, it's a wonderful story that Steve Jobs told years ago about. Well, it was involved in a neighbor and showing him, if you put these rough gravel into one of those machines that slowly rotated and all the rocks banged off each other, that after enough time, what came out is an unbelievably beautiful polished stone. And that's to say that a bunch of people come together in this design process with different ideas, different perspectives, and we bang off each other. Right. It's not a completely sterile, organized process. It's throwing a lot of ideas around, trying them out, respecting everyone's points of view, and ultimately coming out with something better than any one of us could have possibly managed ourselves. I mean, the other element of this at Apple's design is inherently an iterative process. You have to try things, something that sounds good in concept. If you just try to rush that straight out to the public, that probably wasn't an actual good idea. You try it out and you realize what's good about it, what needs work on it. And so we all live on our products under development for a long time before the public ever sees them. And in that process, we immediately discover so much and we get back together and we say, hey, this is what felt like it worked and this is what, what didn't work. And this is something that's missing. And so you talk about a meeting, but it's not just one meeting. It's many, many, many meetings. And I think you'd be surprised at the people that are in that room are, you know, most of the executive team at times. I mean, we pull together from an incredibly diverse set of talents from every level of the organization because there's nothing more important than the substance of how our products work. And everyone at the company cares about it. And so we're all deeply involved.

[Jaws (Apple Executive)]

It's also worth building on one thing you said earlier. The motivations of Apple are different than some other companies. Craig mentioned it how we give you an answer in Siri versus maybe how some other people do it. We're not motivated to keep you engaged and keep you on your device.

[Lori Siegel]

We all are already addicted to our business.

[Jaws (Apple Executive)]

Well, but that is not what we're trying to do because there's no benefit to us in that. Some people, their whole business model is about, I need to keep you in what you're in. I need to keep you in my app, my experience. That's how I make my money. That's not us. So we can truly be built around what does the user need, not how do we keep you engaged. And so that changes the way that the design works. To Craig's point, we can deliver a more concise answer. We don't have to try to encourage you to say, hey, now, take it further, take it further, because that isn't the guy give you the answer. If you want to go further, you can, but we're not trying to drive you to go further.

[Lori Siegel]

One of the things before we move on from AI, just in general, that I thought was so fascinating when you talk about meeting people with problems they have, is now with this update, we're going to get notifications. We've already always gotten notifications from Apple that our passwords are leaked somewhere. They need to be changed. But now what you guys are actually going to be able to do is go log in and change passwords. I wrote this question. My producer looked at it and she's like, wait, what? So I just. For the people, I need you to explain you're going to make us safer. That's also terrifying. Like, how does that work. And it's, it's super interesting, especially now that so much of our data has been leaked. So much of our data is out there now.

[Craig Federighi]

Yeah, yeah. So for some time now, our passwords app, of course, could analyze what passwords you've used that you've recorded with the passwords app that it knows are weak password. If you have the password welcome or password, we're going to say, hey, bad choice. But we also know passwords were exposed in data leaks, data breaches, and we can flag for you, hey, this password is known to attackers. Not necessarily known that you use that password, but they maintain a whole dictionary of all the passwords they've ever seen and they use them to brute force attack accounts. And so if you're using one of those, that's an insecure password. So we've been great at pointing it out, but of course, we all have better things to do than painstakingly go to every site, find the password change, and that's a frustrating process and come up with a new password. But Safari has always known how, when you were in the password change field to say, here's a more secure password, I could fill that into these fields and I could save it for you as a replacement for your bad password. Well, now that we have the AI and this agentic technology that can actually operate a web page behind the scenes, it can go to the website for you in the background, sort of running a little version of Safari behind the scenes. Go to that password change screen for you, enter your past password that you had in the password field, come up locally on your device. This isn't going to Apple, but with a password only known to your iPhone, put in the field as the new password, save it off in the passwords app. Next time you go to the site, Safari is going to auto fill that secure password for you. And no longer are you using that insecure password.

[Jaws (Apple Executive)]

It's super cool.

[Lori Siegel]

I do think we hear so much from Apple about bringing humanity and that it's making things personal. And I think over in Silicon Valley, and it is, it is beautiful here and on campus, and it really feels like you're living in the future to some degree. And then I sometimes step out and you see so many folks who have anxiety about artificial intelligence and jobs, who have the rise of sexually explicit deep fakes in high schools this year. I mean, I don't know if y' all were commencement speakers this year, but good luck if you were, because you're getting booed for anything AI related. Yeah. What do you say to folks, as folks who kind of sit with a front row seat to the future, what do you say to folks who are worried about AI and its role in our lives as it's, as it's going?

[Craig Federighi]

Yeah, I have kids of roughly that age, spanning those ages, and they're all deeply ambivalent about it. You know, and I think, I think Americans are very deeply ambivalent about it in ways that, interestingly, people in China seem to be much, much less so. So it's, it's an interesting phenomena right now, but I think it's with some good reason. I think that AI, in Apple's view can be used as this incredibly empowering thing as we talked about earlier. But there is a sense that for one, things are changing very fast in ways that I think it's hard for any normal person to keep up with. There's uncertainty about where does this all lead. And while I think we can look at this as, you know, yet another thing of the scale of the Industrial revolution, which changed our world in a, in a giant way that displaced a lot of people in the process and still occurred over like 80 years. And now this is happening in a compressed time frame. And so I think it's fair for people to say, wow, I'm not quite certain what this is going to mean for me. And if you're a student and you're thinking, did I study the. The right thing is the job that I thought was this, the skill that I thought was going to be useful, is that the one that's going to be useful now that AI is quickly learning all of these things, I think those are all reasonable thoughts to have. You know, we're, we're in California, we're optimists, we're trying to do the right thing where, where we can build the right, the play, play the right role in our sense. And I do think in the end this all has a happy ending. But I can certainly relate to, to people who say, wow, this is a big change. I mean, honestly, there's no, at this moment in time, there's no bigger place where there's that change than in software engineering. It's literally the first job that AI is showing that it can do to an incredible degree. And so everyone who works in my organization is saying, wow, this thing does a lot of things that I used to take a lot of pride in being. Spending decades learning to do well, and it already does it well.

[Lori Siegel]

What has to be true for there to be a happy ending?

[Jaws (Apple Executive)]

Well, for our part, we're doing our part right? We're building it around you. We're building, as Greg talked about earlier, as we discussed, we're trying to look at it as a tool for you. I've been around long enough that I remember personal computers coming and people having similar anxieties. It was the idea why would I ever need an accountant? Now that there's Lotus123 which was the predecessor to things like Excel, and the reality is it didn't replace accounts. It became a powerful tool for accountants that allowed them to do more. And I think a lot of computing has been that way over years. To Craig's point, this is a lot happening fast and that uncertainty is certainly understandable. That's why again, companies like Apple are important because we're trying to bring the humanity to these things and what we do. Hi, Ryan Reynolds here for Mint Mobile. Are you looking for a beach read this summer? May I suggest your big wireless build? It's got suspense, mystery, a slightly flat emotional arc, and a shocking twist where you realize you've been overpaying the entire time. Fortunately though, Mint's story is better. Every plan $15 a month, even unlimited. That's it. Happy ending, zero tears. Give it a [e-mail] Switch upfront payment

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[Craig Federighi]

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Oh, that's actually really simple.

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[Martha (Kohler Ambassador)]

when Kohler, the global design leader in luxurious kitchen and bath products, came to me and said, martha, we need an ambassador for our timeless, elegant, durable test iron products. I said, I'm in. Now. Let me see the factory. Weeks later, I was suited up in coveralls and work boots, walking through their Kohler Wisconsin cast iron foundry. I stood next to the molten iron furnace, saw the hand applying enamel and touched the gorgeous finished products waiting to be sent out into the world. Since 1883, Kohler cast iron products have been forged and finished by by the incredible craftspeople right in Kohler, Wisconsin. I'll tell you, I gained a newfound respect and appreciation for Kohler's cast iron craftsmanship. So now I'm lending my discerning stamp of approval to my most beloved Kohler cast iron products for their durability, beauty and timelessness. Shop my Kohler Cast Iron favorites curated on Kohler.com bring the warmth, character and enduring style of these timeless products into your kitchens and bathrooms. As the Kohler Cast Iron ambassador, I say, long live cast iron.

[Lori Siegel]

I want to talk a little bit about privacy. There was talk of rebuilding Siri from the ground up. And tell me, what does privacy look like in an AI age where we're told that the more data that we give and the more data that we share, the more personalized these systems are and the better they are. What does that look like from an Apple standpoint?

[Craig Federighi]

Yeah, I think you can separate it into two big pieces. One is how these AI systems are trained in the first place, how these models are built. And years ago, to build a reasonable model for a given task, you needed a lot of information. Exactly. Targeting that task. And a lot of companies took the shortcut of saying the quickest way to do that is to gather data from real users, their own personal data performing that task. On the good news side, these models are now so powerful that they've generalized to where they can take on new tasks with relatively little new information. And so I think it's far less necessary than it had been in the past. And Apple is always not. We wouldn't take the easy road. If we need data to train a new model, we're going to license it or we're going to go create it ourselves. We're going to find a way to do it in a way that never involves using our customers private information. That's totally now possible. The other thing though is given powerful AI. We think the most powerful useful AI is personal. If you have someone who's doing a job for you, it helps if they already understand you and what you care about and what your relationships are, what you're currently doing, what your calendar says, what messages you've just received, all of those things. And there are some wildly different versions of how that's done. Most of the industry says the way to do that is to give those companies access to all of that personal information where they can read it, they can use it for a variety of purposes, and then that makes it easy for them to feed that to their AI to do what you ask the AI to do. It also opens the door to all kinds of other problems that are security problems, privacy problems and so forth. In our case, we believe that that personal intelligence is incredibly important. But you have to architect to make sure that only you and your device that you control is in possession of that information. And so we've gone to great lengths, I think done some really breakthrough work in how we do on device processing and how we've created even in the cloud, a system we call private cloud compute that extends that same privacy model that you have in the phone to computation in the cloud so that you can use powerful AI without giving your data up, without giving it to anyone, including Apple. We think that's central. We think that's the way AI should be built responsibly.

[Lori Siegel]

I would love to play something for you, don't worry. No, no, no, it's okay. You know, I recently I read that you love asking lots of questions, that this is kind of in your DNA. And so I.

[Jaws (Apple Executive)]

Why do you say that?

[Lori Siegel]

I recently had a scammer call me and they don't worry, they pretended they were from Google, not Apple. But I asked this scammer a question. I said, they said his name was Scott Landry. It's not his name. But I said to Scott, you know, I said, what do you have on me? Why do I keep getting these calls? And I just want to play you what he said.

[Podcast Host]

Okay.

[Lori Siegel]

Especially as we're entering an era where it's easier and easier to get scammed. Okay, so this is me and Scott Landry. See if it plays. How do you have my info? How are you and why do I keep getting these calls from folks? Like, I genuinely don't understand. Like, is it just that I guess, like my info is out there.

[Scammer/Interviewer Assistant]

You're on databases. Yeah. You just got leaked on a database. That's about it. Yeah. You want me to tell you what. What I found you from?

[Lori Siegel]

Yeah, sure.

[Scammer/Interviewer Assistant]

What we found you from. So it's a bitcoin sec. It's like, I don't know what, I don't know what this is in relation to. You know, you know what that is?

[Lori Siegel]

No.

[Scammer/Interviewer Assistant]

Yeah. You must have signed up for a bitcoin email. Bitcoin related email, crypto emails. So like, you know those databases. Like it.

[Lori Siegel]

Does it just have like my email or. Sorry, my email. My phone number? Like, what does it have on it?

[Scammer/Interviewer Assistant]

Yeah, so most ones have email, phone number. I've had somewhere. I have social media.

[Lori Siegel]

Right?

[Scammer/Interviewer Assistant]

Yeah. So no, your, your social is not. I have. So I have your Gmail, I have your CNN, I have your. @Turner.com, what's it called? You're expected. Like your expected net worth or how much you make a year.

[Lori Siegel]

What advice to people to like protect themselves against you.

[Scammer/Interviewer Assistant]

It's always evolving. So my, My advice won't be. Won't be relevant in a year and three months. You know, the advice I would have given six months ago isn't relevant now. There's so many things. Like there's so many things.

[Craig Federighi]

I have an op.

[Scammer/Interviewer Assistant]

I have an operation currently running. It's the next wave, which is. No, I can't say that.

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[Jaws (Apple Executive)]

Well, I love the fact, Lori, that you were the first person who had a scammer call and you turned into an interview. I absolutely amazed.

[Lori Siegel]

You guys are in good. It's good. We do the executives and we also do the scammers.

[Craig Federighi]

Did he know what you did for a living? I mean, if you know a lot about you, I think you should have known that you were an interviewer.

[Lori Siegel]

Get consent to record him just in case. But I guess my question to y' all is like, you listen to this. Our data is everywhere. Right? I know that Apple has always been so focused on privacy. So as AI Makes everything even more believable as the scams are just going to be wild. It took me a second to realize Scott Landry wasn't Scott Landry. And you talk about the people you love. What advice do you have as the technology gets to better and better? It's almost like we're in a race to some degree.

[Craig Federighi]

Well, I think that's, I think that's right. And you know what Scott Landry had, It was clearly the product of data brokers that as you, if you aren't browsing with a secure browser or aren't using apps that are respecting your privacy, they are exchanging information between entities. They're building a profile. And that profile becomes the things that people are trading around and can use for all kinds of reasons, often motivated by putting the right ad in front of you or marketing something to you, but sometimes something far more nefarious than that. And so we certainly work to build really great privacy into Safari. Great things like app tracking, transparency as a standard on the App Store so that your information isn't out there. And I honestly don't get calls like this because I have a very small footprint because I'm very private about how you know the tools I use and how I browse. And so step one is pick the right browser, pick the right tools, be careful where you give your information. You know, anytime you fill out a form for some business, you often, you better trust that business because otherwise they're saying they might see monetary value in trading that. But I think you raise the next level problem, which is where now you'll have not only entities that have all this data on you, but can maybe be an AI that can fake a voice. I mean, the really bad ones. And I've had family members who have fallen prey to scams where someone claims to be their grandchild, right? And oh, I'm in trouble. I need you to bail me out. Don't call mom and dad. They'll be so angry with me. But you know, grandpa, can you come help bail me out of this situation? And when they're pulling on the, the heartstrings of someone, you know, in that relationship, I, I think there's parts of our brain that maybe aren't, you know, that are, could be vigilant for the scam, are instead thinking, oh my gosh, I've got a family member I care about. How can I go help them? And so I think, unfortunately, people like this are going to use every advanced technology they can to, to prey on people. And so learning your, your digital Literacy and learning. I mean, it's sad to say, but learning. A degree of skepticism toward any contact you are having with any entity that you didn't initiate is, you know, if someone calls up and you. You weren't the one to call them or someone sends you an email message and they aren't someone you already have contact with, I think you have to view that as, hey, potentially this person isn't who they say they are. Sad state of affairs.

[Jaws (Apple Executive)]

I do love the fact, by the way, that we have worked so hard to try to protect people from this. I love the fact that you look at Safari on your Mac. It tells you how many trackers it has blocked on your behalf that you didn't have to because data brokers are building a profile on you. And we've always said, look, we're not against advertising, but we want users to have to give consistent sense to their information. Going to somebody else or going to a company different than the one that was asking you for that information. To us, that has been so important. And again, it goes back to what we were talking about earlier. We're not trying to build. Tim has said it, that the product's free. It's maybe not free. You're the product. And selling the information they gain about you on a free product is how they monetize. That's not us. You know, we want to try to protect you from that. And Craig is too humble to say it. He's been really the spiritual, you know, actual leader in making this happen on behalf of users.

[Lori Siegel]

I'd love. I want to play one more. Lauren is a mom.

[Podcast Host]

My name is Lauren and she is a Brooklyn. And I have two kids, one of whom is entering middle school and sort of this new phase of independent life. We're among a cohort of families that wants to delay the smartphone thing for as long as possible. We did get her an Apple watch, but we did also find ourselves having to deconstruct the smartphone device experience for her. We bought her a digital camera for photos and a refurbished ipod for music on the go. It doesn't really work. I realize I'm probably in a particular bubble here in Brooklyn, but it seems like this trend away from smart technology, especially for kids, but also adults, is really, really growing. I wonder why Apple, the leader in smart technology, doesn't take advantage of this hole in the market and create dumb, safe products for kids in that transitional time period. We're an Apple family, but if there's another product on the market that allows my kid to listen to Music, communicate with people. I approve. Take photos and find her way via gps. I would jump on it. Thank you.

[Lori Siegel]

Okay, so will Apple create a dumb phone?

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Is the question.

[Lori Siegel]

I guess she wanted to know.

[Jaws (Apple Executive)]

Well, I think there's other questions embedded

[Craig Federighi]

in that, but yeah, I think that's a fantastic question and I very much relate to what she is saying. Good news, we ship such a product and it is the iPhone. Because what we did announce was it yesterday.

[Jaws (Apple Executive)]

Yesterday. It's a long week yesterday.

[Craig Federighi]

It's been a long week yesterday. Yeah, exactly. What we announced yesterday is we want parents to be able to start when they set up, say a new phone that they want to give a child when they set it up. The baseline experience is completely focused. It can be focused to the point that what that phone does is lets them call mom and dad and grandma and grandpa and that's it. You know, maybe has Find my enabled. So the parent, parent wants to know where they are. Maybe you've enabled the books app or the notes app, your choice. But it starts, we view from, starting from the simplest phone, the most basic and simple experience, and then let the parent decide what the time is that's right for their child to open up the set of capabilities. Because I think today parents feel sometimes, well, gosh, you give the kid the phone and suddenly you just like thrown them out in the big wide world and everything's going to come rushing in. And we've really shifted the orientation of our child setup to be start focused and make it really easy and incremental for the parent to make the right judgment for the development of their child and their family's beliefs over time. And I think that's a very healthy way to go.

[Lori Siegel]

There was, I was, it was interesting to be here for that keynote because there was a lot of emphasis on child safety. This was kind of the first. It was really, you know, a kind of an overhaul of quite a bit and doing quite a bit more, which I think will be interesting and I'll be very curious to see because I remember the first when I interviewed Tim Cook years ago is the launch of Screen Time. Yeah, I blew through those. You know, you guys have to do a lot to stop me from using my phone and it did not stop me. So it seems as though you've learned a lot over the years of how you can actually build not a one size fits all model for people, but you know, something that different parents can use depending on their child, depending on the age, depending on the category.

[Craig Federighi]

That's right. I mean first it's so important that the parent and the family is the center of, because each family is going to be different in this regard. But the other emphasis this year is to make it really easy and natural for parents because we've had over time a lot of different tools out there. And in fact, when we go out and explain them to people, often they're like, oh my gosh, I didn't actually know that existed on the phone. Well, that's good and bad. I mean, our job is partly to make sure that you didn't have to go and dig in the forums to figure out what you could do to piece together a solution for your child. And so now we've tried to make it as easy as possible to get to that easy starting point with your child and then easy as possible to grow at the rate that makes sense for the parent.

[Scammer/Interviewer Assistant]

Foreign.

[Craig Federighi]

How is this $47 all right, we're gonna need a plan here.

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[Craig Federighi]

Oh, that's actually really simple Safe Balance Banking.

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[Martha (Kohler Ambassador)]

when Kohler, the global design leader in luxurious kitchen and bath products came to me and said, martha, we need an ambassador for our timeless, elegant, durable cast iron products. I said, I'm in. Now let me see the factory. Weeks later I was suited up in coveralls and work boots walking through their Kohler Wisconsin cast iron foundry. I stood next to the molten iron furnace, saw the hand applying enamel and touched the gorgeous finished products waiting to be sent out into the world. Since 1883, Kohler cast iron products have been forged and finished by the incredible craftspeople right in Kohler, Wisconsin. I'll tell you, I gained a newfound respect and appreciation for Kohler's cast iron craftsmanship. So now I'm lending my discerning stamp of approval to my most beloved Kohler cast iron products for their durability, beauty and timelessness. Shop my Kohler Cast Iron favorites curated on Kohler.com bring the warmth, character and enduring style of these timeless products into your kitchens and bathrooms. As the Kohler Cast Iron Ambassador, I say long live cast iron.

[Craig Federighi]

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[Jaws (Apple Executive)]

inspires limited inventory available comparison based on publicly available data regarding Cargo Room and 2026 entry All Wheel Drive CUVs as

[Craig Federighi]

of May 2026 entry All WHD CUV Class as defined by Kia segmentation.

[Lori Siegel]

Okay, Jaws, so here's the thing.

[Jaws (Apple Executive)]

Yeah.

[Lori Siegel]

Laurie, it's your 40th anniversary.

[Jaws (Apple Executive)]

Oh my God. You do your homework, don't you?

[Lori Siegel]

That's pretty extraordinary. I mean and I'm gonna ask you an impossible question, but I hope that you can make it possible by answering this question. One of my favorite quotes is Flannery o' Connor quote. A story is a way to say something that can't be said in any other way. And it takes a every word of that story to say what the meaning is. It's really hard to extract a theme is what Flourney o' Connor is saying. So Jaws, I'm going to ask you in honor of your 40th anniversary at Apple, I would love for you to try to extract A theme from your story here.

[Jaws (Apple Executive)]

Wow, look, I went to Michigan. I know you went to Michigan. I hired right out of college. You know, we don't look back a lot. You know, it's just not the Apple way. We don't spend a lot of time being nostalgic. That was something that Steve had kind of, you know, I thought taught all of us, is that this industry we're in is a forward looking industry, not a backward looking one. But we recently celebrated the 50th anniversary of Apple. A rare time of looking back. I'm celebrating my 40th, so a rare time of looking back. It's weird to feel nostalgic, quite honestly, but my biggest thing is just that Apple has always been, as Craig talked about, making complex things simple, making it personal. And that comes because we have just incredibly amazing people that. I just feel incredibly appreciative of the people that we work with because we share this common thought about doing that. You know, it's just amazing how much we jibe together, right? It's. You probably have heard me say, it's not about being right, it's about doing the right thing. So that rock tumbler mentality only works if you're willing to change your mind, right? It only works if you're willing to engage and say that we're willing to listen to each other and then say, okay, yeah, that way is better than any one of us thought, let's go do it. And I just feel like I couldn't imagine having spent my career anywhere else. Well, clearly I couldn't imagine it because here I am, but I couldn't imagine it because this is just such an incredibly special place that does such incredibly special things for the world. And I just feel incredibly blessed to be here. And it's the people, it's the people I work with, it's Craig, it's Turnis, it's Johnny, it's Tim. It's the people that we engage with every day that had this idea of, let's create the best possible products for the best possible experience in the world. Damn everything else, you know, and it's. I don't know, is that a theme? Lori someone?

[Lori Siegel]

Well, I guess the theme is people. If I could extract it. And I think as someone who's spent the last 40 years building products that so many people use, what have you learned about people?

[Jaws (Apple Executive)]

You better have the idea that it is about the product. You know, when Apple was failing, you know, I do tell people, look, I joined in 86, but what happened before 97 kind of doesn't count. Right? Because 97 is when Steve came back and the company was literally on the brink of bankruptcy. And Steve came back with the idea that look great companies fail because they forget about creating great products. And we are going to make everything we do about the product. And if we create great products and we can tell people why we think they're great and do a good job of both of those, everything else will work out. And it is turning out to be pretty prophetic. Right? Because that was exactly what we put ourselves to. So we want to have people here that are all about the product, not about themselves. You know, it's about the product, it's about the user. And Tim always talks about it. Our North Star is enriching the lives of our users and that's literally the conversations we have. What's the right thing to do? What's the right thing to do for the user? And man, that's pretty cool.

[Lori Siegel]

I didn't want to bring this up, but I'm going to. So the year, I don't know, the year you're 10 years old, your mom signs you up for computer class.

[Craig Federighi]

Oh, wow.

[Lori Siegel]

And now it feels awkward to say this, but apparently you, Craig, leader of Apple, believed that computers were for posers.

[Craig Federighi]

This is true.

[Lori Siegel]

Don't think I don't do my research.

[Jaws (Apple Executive)]

You know things about Craig.

[Lori Siegel]

I go deep. So take me to 10 year old Craig. I know you wanted to be Dr. J.

[Craig Federighi]

This is true too.

[Lori Siegel]

Who is your idol?

[Jaws (Apple Executive)]

Go on, Laurie. I'm learning a lot.

[Lori Siegel]

No, no, no. Heavy metal, right? Yep.

[Jaws (Apple Executive)]

I've got a picture of Craig with very long hair.

[Lori Siegel]

By the way, what was it about computers that you fell in love with since you were so skeptical?

[Craig Federighi]

Well, it was a crazy, I mean, honestly, it was a crazy moment. There was an after school class and my mom heard about it. She's like, oh, you should take the computer class. And I literally thought like, oh, the kids are doing that. They just want to look cool, you know? And I mean, I don't know. Yeah, it turned out to be very different. Only in California could you be trying

[Jaws (Apple Executive)]

to look cool by being a nurse nerd.

[Craig Federighi]

So they filled the library of my elementary school, had a dozen Apple Twos and we filed in there and they typing on this thing and there was this moment. I mean, I still remember the program that we wrote which was like, print how old are you? Input a and in 10 years you will be a plus 10. I ran that thing and my head exploded. Like every neuron was like, oh, My God, the possibilities. My mom could not.

[Jaws (Apple Executive)]

What about 20? Can I do 20? Can I do 20?

[Scammer/Interviewer Assistant]

Can I do. Yeah.

[Craig Federighi]

I thought the possibilities are limitless. Any number. You can put any number in here. It was, it just blew me away. And I couldn't stop thinking about it, I couldn't stop talking about it. I started doing all these chores and weeding and you know how like vacuuming and all this to earn like another couple bucks so eventually I could buy my own computer. And I honestly just never looked back. I don't know what was wrong with me that made that be the one little piece that just made the world make sense. But it really did. And if I reflect on it, I think you live in this world of miraculous things, of cars and airplanes and objects, and you wonder how they're all built. And I think I felt when I first programmed a computer that I can make something happen, that I could build something that that was suddenly within reach and that it was kind of like the more I learned, the more I could do. And it was interactive. There was that sense of immediate kind of feedback loop, of gratification. And once I got on that in that loop, it never let me go, you know, And I feel unbelievably blessed for it. I mean, how could you not, growing up in California, happen to be just down, you know, from fundamentally from all of this happening and getting just exposed it at the right moment and falling in love with it.

[Jaws (Apple Executive)]

By the way, I will tell you, I know that Craig is a good friend and even though he's the chief of all the software engineering here, as you said, he still loves to code. You know, he still loves to ask

[Lori Siegel]

you what happens on the AI's coding everything. What happened to your hobby?

[Craig Federighi]

Yeah, I mean, it's been my habit on vacation, often over Thanksgiving or Christmas or so forth. Those are coding vacations. That's where I get to go build these hobby projects. And over the last decade, I've been doing it the old fashioned way. Often after WWDC, we announced a whole bunch of APIs and new language features. And so I go kick the tires on all of those and have a lot of fun. And now it's AI. And honestly, over the last year I've just been that much more ambitious. You know, I think there's a sense that, like if you were someone who was an interior designer and in the past, you know, you had to pound the nail on every little bit of the cabinet that you were building and there was part of that you could take some pride that you, you knew how to do that really well and you could get that joint just right. But you know, how ambitious a remodel could you do if that's how you were going to do it? And now you have AI to do a lot of that. And you can think bigger about the big picture of the design you're creating. You can try more things out. And so right now, while a lot of us in the field are partly like, wow, what does this all mean to us? There's a tremendous sense of excitement about how much more we can imagine and explore and build.

[Lori Siegel]

I have to wrap it soon, but I wanted to say when I got into tech and covering tech, it was like 2009. So I mean, I haven't been obviously as long as y', all, but it felt really punk rock. I was one of the first to get an iPhone in college. People thought I was crazy.

[Jaws (Apple Executive)]

I love it.

[Lori Siegel]

And there was this moment because it wasn't cool to go to Wall street anymore because we had the recession, everything was imploding. But now you could have, the app store had launched, the iPhone had come out. Now you could have an idea and you could code it into the hands of millions of people. It was such an extraordinary time and there was so much creativity and there was lots of failure, but the stakes didn't feel as high. Now I sit across from tech founders and the stakes feel really, really high. And I think about looking at the Apple Garage days and these moments where just creativity was just bursting everywhere. And the Apple quote of like, you know, think different. How do you think different? Once you've become the norm, once you become the mainstay, once you're not punk rock anymore. And I can say that to you because I know that you like Tevin

[Craig Federighi]

metal and punk rock. Well, I think it is. I mean, look, no one I think is more surprised than we are that to go from being the underdog to suddenly finding like what, what in the heck just happened? We're, we're kind of successful. That's weird. It doesn't fit with your self conception. And you know, Jaws, he's been here 40 years, but you look around, Apple is unusual in having so many people here that have been here for so long and who joined this company not because they thought here's a rocket ship for getting big and financial success, but because they like building these things, they like doing what Apple did and they're the people that are still the heart and soul of this company and attracted other like minded people. And so we're still those people, you know, and now we do get to do harder things, you know, we have the resources to. You still have to choose, you know, Jaws. And I get the letters that say like, hey, I guess it's emails. They're generally not on paper anymore. Occasionally on paper. It's weird when that happens. But you don't say, hey, Apple, you're so successful, why don't you do everything? And it turns out you have to pick a few things because even as much as we have all this capability, doing things right takes focus. But we have the opportunity, Apple, to do bigger things right. And that's still a creative and it's still exciting. And I think more than ever it makes a big difference in the world. And having this opportunity to have that big, a hopefully really positive role in

[Jaws (Apple Executive)]

people's lives,

[Craig Federighi]

that's incredibly gratifying.

[Jaws (Apple Executive)]

Yeah, it is interesting because I do take, and it is occasional, a letter to your point. And I hate that. I'd just rather an email. But you get a lot of emails too about all the things that Apple should do. And usually it's so flattering because it's almost anything that's hard or not great in the world. It's like, Apple, will you please do it? And it's that affirmation that you guys will know how to do this, you know how to make it people first and personal and easy to use. And I take that as such a, such a compliment when they ask us to do those things.

[Lori Siegel]

Cool. Thank you guys so much.

[Martha (Kohler Ambassador)]

Appreciate it.

[Jaws (Apple Executive)]

Thank you.

[Scammer/Interviewer Assistant]

Laura.

[Jaws (Apple Executive)]

Great questions.

[Craig Federighi]

Enjoyed it.

[Lori Siegel]

Thanks.

[Craig Federighi]

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[Jaws (Apple Executive)]

What do you mean?

[PayPal Advertiser]

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[Vital Proteins Advertiser]

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[Craig Federighi]

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[Jaws (Apple Executive)]

It's more fun together.

[Craig Federighi]

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[Craig Federighi]

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[Podcast Host]

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