Phil Schiller and Craig Federighi Talk iMessage, Siri API and Mac App Store on 'The Talk Show'

A day after Apple's WWDC keynote address, Apple SVP of Marketing Phil Schiller and SVP of Software Engineering Craig Federighi joined Daring Fireball's John Gruber on a special edition of his podcast, The Talk Show. The duo addressed many topics, including the emphasis on iMessage in iOS 10, opening up Siri and other parts of iOS up to developers and the Mac App Store.

talkshowschillerfederighi
The bulk of Apple's presentation on iOS 10 was focused on the extensive improvements to iMessage. When Gruber asked Federighi about the focus on Messages Federighi said the company knew that it was the app iPhone users spent the most time in, and the one they get the most excited about.

Every time we add emoji it would be the biggest thing. We work all year on a new file system or something and people are more excited about the two more emoji. So we figured if there's one place where we could make a difference in how people experience iOS it's Messages.

With iOS 10, Apple announced that many of its services would be opened up to developers. Siri now has an API that allows developers to interface with it, iMessage includes a new App Store that will allow developers to create stickers and payments for it, and Apple Maps now allows developers to create extensions for their apps, allowing users to book a reservation or hail a cab via Maps.

Federighi and Schiller both said that Apple likes to create a baseline for its technology first, then allow developers to build on it. Federighi said this is illustrated by Share Sheets, which at first only featured Facebook and Twitter extensions that were built by Apple, rather than third-party developers. He said that once the company creates the systems they deem necessary for a feature, they feel comfortable opening it up to third parties.

Federighi said that Apple wants to give developers more opportunities to give users better experiences, and that if developers feel like they can help users get things done by invoking their apps through Siri they want to help.

Federighi also addressed the ability to "delete" stock apps in iOS 10, clarifying that the apps are not actually deleted, with only user data and necessary hooks being removed if a user opts to delete the apps from his or her device. The apps themselves remain on the device as part of the signed package Apple uses to assure authenticity. "Re-downnloading" the apps from the App Store doesn't actually involve a download and instead simply re-links the apps back into iOS so they can be used.

When asked why Siri's API is limited to certain kinds of apps, like ride-hailing services like Uber or messaging, Federighi and Schiller once again talked about Apple's baseline philosophy. Federighi said the decision to go with those apps types was made because Siri largely understands the domains of messaging and requesting purchases, making it easier to give the keys to developers and ensure a great user experience. He also said that Apple is working to expand Siri's familiarity with certain domains over time.

Recently, a survey indicated that developers were dissatisfied with the state of the Mac App Store. Gruber asked Schiller and Federighi whether the store was a second priority for the company because of the popularity of the iOS App Store, which Apple recently revealed a slew of improvements for. Schiller said that Apple "loves all of our kids" and that they're very happy with the Mac App Store, noting that they think it's important enough to host their own apps on it. Apple thinks it's an important solution for the future of the platform and are dedicated to it.

Schiller said that Apple pushes to make sure that all things make as much sense as possible on all storefronts, and that they organize development time and resources based on what they think the need for some features are. For example, Apple felt like the need for TestFlight on iOS was more important than the need for TestFlight on macOS.

In the full talk, the pair also talks about Swift, WWDC lunch boxes, and more. The episode of The Talk Show is not yet online, but it should be available in video form on Daring Fireball in due time.

Top Rated Comments

(View all)
Avatar
56 months ago
Does anyone find it interesting (or even really notice) that the apple execs really dismiss what the people actually want and instead just defend their initial positions. Only when Jobs was there did they ever actually admit when they screwed up. This is a classic executive circle who's focus is on keeping their jobs than making bold decisions based on customer demand.

An earlier commenter said they hit it out of the park with iOS 10. Are they joking? The billions of dollars of resources and sheer numbers of employees and length of time and this is called hitting it out of the park? We've set a very, very low bar to be so impressed by them...
Score: 38 Votes (Like | Disagree)
Avatar
56 months ago
Tried to watch it and got this:


Shame on Gruber.

Score: 33 Votes (Like | Disagree)
Avatar
56 months ago


Every time we add emoji it would be the biggest thing. We work all year on a new file system or something and people are more excited about the two more emoji.

I wonder if these "people" he's talking about are Tim Cook? It seems like the thing he'd be excited about.

The Mac users I know, and like myself, want stability and not gimmicks, and a new file system is the most exciting thing Apple has announced with relevance to the Mac in many years' time.
Score: 30 Votes (Like | Disagree)
Avatar
56 months ago

Biggest surprise is he doing the interview. It's not his foray, no hardware to show off, no Schiller, no Ive, they should be back at Apple working and not playing the media game imo. When you have something to present then you can play show and tell.

(Not that Ive needs to be included as he has been MIA from what I've seen, but to establish the theory here).

"Where are the Macs Phil?" would have been first thing I would have asked. Phil would definitely give a BS answer like when he defended 16GB iPhones, but someone needs to publicly ride Apple's ass about Macs. Its not even funny anymore.
Score: 28 Votes (Like | Disagree)
Avatar
56 months ago

I wonder if these "people" he's talking about are Tim Cook? It seems like the thing he'd be excited about.

The Mac users I know, and like myself, want stability and not gimmicks, and a new file system is the most exciting thing Apple has announced with relevance to the Mac in many years' time.

The majority of Mac, iOS, Windows, Android, etc. users are not like the average MacRumors forum user. Most people would stare at you blankly if you said "file system". They wouldn't even care if you explained what a file system is. That's why Apple went hard on things like emojis and Minnie Mouse during the keynote.Those are things that average people care about. Yes, WWDC is for developers, but Apple is well aware that the keynote attracts attention from the mainstream media.

Times have changed in the tech world. Techies are such a small part of the userbase that we frequently get ignored.
Score: 25 Votes (Like | Disagree)
Avatar
56 months ago
New Apple vision: lowest common denominator pandering
Score: 23 Votes (Like | Disagree)

Top Stories

iOS 14 Widgets Offer iPhone Users Creative Home Screen Ideas

Sunday September 20, 2020 8:43 pm PDT by
Updated on September 22nd with hands on video. In iOS 14, Apple introduced ‌the concept of Home Screen‌ widgets, which provide information from apps at a glance. Widgets can be pinned to the Home Screen in various spots and sizes, allowing for many different layouts. Despite the relative lack of...

iPhone 12 Lineup Rumored to Be Named 'iPhone 12 mini,' 'iPhone 12,' 'iPhone 12 Pro,' and 'iPhone 12 Pro Max'

Monday September 21, 2020 5:24 am PDT by
Leaker known as "L0vetodream" has today shared the alleged naming for the upcoming iPhone 12 lineup on Twitter. The tweet proposes that the upcoming iPhone 12 models will be titled "iPhone 12 mini," "iPhone 12," "iPhone 12 Pro," and "iPhone 12 Pro Max." The names likely correspond to the three expected sizes of iPhone 12, with the 5.4-inch model being the iPhone 12 mini, the 6.7-inch model ...

PSA: New Apple Watch Owners Have to Return Entire Device for Ill-Fitting Solo Loop or Braided Solo Loop

Monday September 21, 2020 3:26 pm PDT by
With the Apple Watch Series 6, Apple introduced two new band options, the Solo Loop and the Braided Solo Loop. These new bands are unique because they have no clasps, buckles, or other fasteners, and instead use a stretch design to allow them to pull onto the wrist over the hand. Because these bands are not adjustable, Apple sells each one in nine different sizes to make sure each person...

Apple Releases First Public Betas of iOS 14.2 and iPadOS 14.2 With New Shazam Control Center Options

Monday September 21, 2020 10:34 am PDT by
Apple today seeded the first public betas of upcoming iOS 14.2 and iPadOS 14.2 updates to its public beta testing group, a few days after seeding the first betas to developers and a little less than a week after releasing the iOS 14 and iPadOS 14 updates. Public beta testers who have signed up for Apple's beta testing program can download the iOS and iPadOS‌ 14.2 updates over the air after ...

Kuo: Apple to Accelerate Adoption of Mini-LED Displays in iPad and Mac Notebook Lineups

Sunday September 20, 2020 10:00 pm PDT by
Increased competition among Apple's suppliers for mini-LED display chips will accelerate the company's adoption of the advanced technology in its iPad and MacBook lineups, according to a new research note from analyst Ming-Chi Kuo seen by MacRumors. Kuo says that while Epistar had been predicted to be the exclusive supplier of mini-LED chips for Apple products in 2021, Sanan Optoelectronics...

AirPods Studio Rumored to Come With U1 Chip, Ultra-Wideband Said to Be Vital to Future Apple Ecosystem

Sunday September 20, 2020 6:17 am PDT by
Proven leaker known as "L0vetodream" has today shared a range of information about the ultra-wideband U1 chip in Apple's upcoming AirTags item trackers and AirPods Studio headphones. The first of a series of tweets shared today simply stated that AirPods Studio will contain an ultra-wideband U1 chip. It seems likely that the U1 chip would be used in AirPods Studio to track the location of...

AT&T Already Working on 6G, Says 5G iPhones Might Not Be 'Massive Event' Due to Economic Uncertainty

Monday September 21, 2020 10:05 am PDT by
Apple's upcoming launch of 5G iPhones might not be a "massive event" due to economic uncertainty amid the global health crisis, AT&T Communications CEO Jeff McElfresh said in a paywalled interview published by CNBC. "I do believe that you will see many of the iPhone subscribers move to upgrade to the device," said McElfresh. "But I wouldn't forecast that it's going to be a massive event. I...

Microsoft Announces Outlook for Mac Redesign, Improvements to iOS and watchOS Apps

Tuesday September 22, 2020 8:56 am PDT by
Microsoft has today announced plans to bring a new design to its Outlook for Mac app along with several other improvements and features for Outlook on iOS and watchOS. In preparation for the public release of macOS Big Sur, Microsoft has been testing a new design for Outlook on Mac. The design includes Microsoft's Fluent icons and several design cues from Big Sur such as rounded corners....

iOS 14 Adoption Surpasses 25% Across iPhone and iPad Five Days After Release

Monday September 21, 2020 9:06 am PDT by
Five days after Apple released iOS 14, adoption of the software update has reached approximately 26 percent of active iPhone, iPad, and iPod touch devices, according to mobile analytics company Mixpanel. This includes iPadOS 14. iOS 14 adoption appears to be outpacing iOS 13, which was installed on approximately 20 percent of active devices one week after its release last year, according to...

When Will the iPhone 12 Launch? Here's What We Know

Wednesday September 16, 2020 6:12 am PDT by
Yesterday's "Time Flies" Apple event saw the release of the Apple Watch Series 6, Apple Watch SE, iPad 8, and iPad Air 4, but no new iPhone models. Rumors before the event strongly alleged that it would not see the unveiling of new iPhones, with many reports pointing to an October launch. The lack of new iPhone models yesterday seems to confirm that the iPhone 12 lineup will not appear...