There’s some slang in the CB radio world, when you want to know if someone is listening, you ask if they have their ears on. As in, “How ’bout ya JB, got ya ears on?” For some reason this is the phrase that popped into my head when thinking about the possibility of an Apple-designed television set. In earlier thoughts about the future of television, my focus settled on HDMI inputs and clumsy switching between these inputs. In essence, the HDMI input becomes the inheritor of the idea of the channel.
When you look at the inputs and outputs of the big screen, the game is to dominate the primary input. Your cable or satellite programming provider doesn’t want you to ever switch to another HDMI input. If you can be that dominant, your external boxes can commandeer the control experience from the television itself. Anyone who’s hooked up a television to a cable systems has had the experience of being presented with two mutually exclusive proprietary control systems. This is the reason you can have 3 or 4 remote controls sitting on your coffee table. Each HDMI input has a separate control system and listens for control events with a separate set of ears.
Customer satisfaction surveys are a great friend to Apple. This is because customer satisfaction is usually just an accommodation to work-arounds. We’ve grown used to the way the television “works.” The work-around is the way it works, and after a while we don’t even notice the strangeness of it. And when we get that call, interrupting our dinner, asking us whether we’re happy with our television set up, we say, “sure, it’s great.” Of course, the reality is it’s a horrible mess we’ve aclimated ourselves to.
So let’s get back to that CB radio reference. Do you have your ears on? The problem with television sets is they don’t have their ears on. Or rather they’ve been trained to only listen to a single voice at a time. As a user of iOS devices, I’d like to be able to send programming to the big screen at any time via AirPlay. As things stand I can only do that when AppleTV2 is the designated input. An Apple-designed television would always be listening for AirPlay events.
As YouTube gets ready to launch a bunch of channels, I can’t help but think that “the channel” has reached the limit of its usefulness. When I ask Siri whether it’s going to snow today, I don’t need to switch the input to the Weather Channel to get an answer. When I ask my iTV whether there’s a Val Lewton movie on, I don’t want to have to know what channel it’s on. I want Siri to take care of searching my subscriptions and report back on what my options are. The effect of this would be to return control of the television to the television itself.
As things stand, Siri would have a limited domain of television programming services to search through. Although this isn’t too different from the current situation with the iPhone 4s. Eventually all television services will migrate toward television over IP. It’s happened in all other mass media, television will be no different. Even your DVR will just save pointers to stream locations in the cloud.
In an interview, Steve Jobs once said that these waves of technological innovation are slow and unfold over many years. The trick is to pick the right wave and position yourself to benefit from the natural current. We can easily say that today, Siri isn’t good enough (in the sense of an innovator’s dilemma). But it’s perfectly positioned to grow and benefit from a huge wave of cloud-based data/identity services. It’ll work the same way with iTV.
While on the one hand I welcome the new biography of Steve Jobs, on the other I cringe at the stories of his life coming out of the mouths of his admirers. As the narrator of one’s own life, one has the option of zigging while the world expects a zag. Now the language appears to be definitive, like a spreadsheet that reports a trend without the possibility of a reversal. A chorus of voices now crowd out the man they claim to speak for. It’ll be some time before his voice, as his voice, will be audible again.
On the death of the poet William Butler Yeats, the poet W.H. Auden wrote an elegy. There’s something different about the passing of a poet. There are two bodies that become separated. The body of work, the poetry, is left behind and in some sense changed. Auden writes of Yeats, “Mad Ireland hurt you into poetry.” I have this same sense about Steve Jobs, the circumstances of his birth and childhood hurt him into poetry. And in the end, it’s not the technology, so much as the poetry that touches us.
He disappeared in the dead of winter:
The brooks were frozen, the airports almost deserted,
And snow disfigured the public statues;
The mercury sank in the mouth of the dying day.
What instruments we have agree
The day of his death was a dark cold day.
Far from his illness
The wolves ran on through the evergreen forests,
The peasant river was untempted by the fashionable quays;
By mourning tongues
The death of the poet was kept from his poems.
But for him it was his last afternoon as himself,
An afternoon of nurses and rumours;
The provinces of his body revolted,
The squares of his mind were empty,
Silence invaded the suburbs,
The current of his feeling failed; he became his admirers.
Now he is scattered among a hundred cities
And wholly given over to unfamiliar affections,
To find his happiness in another kind of wood
And be punished under a foreign code of conscience.
The words of a dead man
Are modified in the guts of the living.
But in the importance and noise of to-morrow
When the brokers are roaring like beasts on the floor of the Bourse,
And the poor have the sufferings to which they are fairly accustomed,
And each in the cell of himself is almost convinced of his freedom,
A few thousand will think of this day
As one thinks of a day when one did something slightly unusual.
What instruments we have agree
The day of his death was a dark cold day.
You were silly like us; your gift survived it all:
The parish of rich women, physical decay,
Yourself. Mad Ireland hurt you into poetry.
Now Ireland has her madness and her weather still,
For poetry makes nothing happen: it survives
In the valley of its making where executives
Would never want to tamper, flows on south
From ranches of isolation and the busy griefs,
Raw towns that we believe and die in; it survives,
A way of happening, a mouth.
Earth, receive an honoured guest:
William Yeats is laid to rest.
Let the Irish vessel lie
Emptied of its poetry.
In the nightmare of the dark
All the dogs of Europe bark,
And the living nations wait,
Each sequestered in its hate;
Stares from every human face,
And the seas of pity lie
Locked and frozen in each eye.
Follow, poet, follow right
To the bottom of the night,
With your unconstraining voice
Still persuade us to rejoice;
With the farming of a verse
Make a vineyard of the curse,
Sing of human unsuccess
In a rapture of distress;
In the deserts of the heart
Let the healing fountain start,
In the prison of his days
Teach the free man how to praise
The elegies for Steven Paul Jobs come pouring forth. The traditional elements of an elegy correspond to the stages of loss. Grief and sorrow are expressed through a lament; the life of the departed is idealized through admiration and praise; and then comes solace and consolation. As we find ourselves more than midway on life’s journey, the poetic form of the elegy reveals itself as a palpable presence. It’s not a form whose outlines are traced from a recipe extracted from a book, there’s a direct physical encounter with its contours as we stop for a moment, and look across the grain of time.
Businessmen, technologists, and tech bloggers have focused on different aspects of the Jobs legacy. I’d like to turn the spotlight to some of the language used to talk about what made Jobs different: visionary, genius, magic, and of course, crazy. These are words we use to describe something on the other side of the line, something well beyond ordinary grasp. From the stance of the technologist, the business person or the engineer, these are not qualities that can be captured in an algorithm, a spreadsheet or a mechanical device. Jobs appears to be an anomaly, the impossible exception—we shake our heads and say, ” we won’t see his like again.”
Steven P. Jobs wasn’t a hardware engineer, he didn’t write software code, he wasn’t an industrial designer. He didn’t finish college, given his qualifications, he wouldn’t even be considered for the position he held. The common wisdom in the technology community is that great companies start with great engineers—then eventually the suits come in and ruin everything. The technology industry’s utopia is a world run by engineers. Yet, Jobs, who was not an engineer, is acknowledged as the industry’s great visionary.
If we were listening, Jobs told us what he was doing. He explicitly stated that “Apple’s goal is to stand at the intersection of technology and the humanities.” This maxim hasn’t been given due consideration. Jobs restated this idea many times and in different formulations. At the iPad2 launch, he said it this way:
“It’s in Apple’s DNA that technology alone is not enough. It’s technology married with liberal arts, married with the humanities that yields the results that makes our hearts sing.”
To the engineers in the crowd, this talk of “singing hearts” must seem like a lot of sentimental hogwash. It’s the nuts and bolts that really make the difference. Technology stands alone, it doesn’t need to marry anyone, or anything, to win the day. Talk of ‘singing hearts’ is just Jobs as salesman, some of that ‘reality distortion field’ stuff.
We strip rhetoric from logic, we limit design to the surface, we consider the humanities to be the frothy nonsense floating at the top of an education that should be devoted to hardcore business and science. It’s the ‘nice-to-have,’ but inessential item on the to-do list. As the center of thought moves further and further in that direction, we lose even the language to describe the kinds of things Jobs accomplished. And while we can’t articulate it, there’s no question that we hear its music.
Heard melodies are sweet, but those unheard are
Are sweeter; therefore, ye soft pipes, play on;
Not to the sensual ear, but, more endear’d;
Pipe to the spirit ditties of no tone:
Ode on a Grecian Urn
Here’s Jobs talking about his approach in a Fortune magazine interview in 2000:
“We don’t have good language to talk about this kind of thing,” Mr. Jobs replied. “In most people’s vocabularies, design means veneer. It’s interior decorating. It’s the fabric of the curtains and the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together. … That is the furthest thing from veneer. It was at the core of the product the day we started.”
Here the humanities aren’t the thin layer of frosting spread on top of the core of technology to make it look nice. In a sense, technology is medium through which a fundamentally humanistic vision is expressed. Where the common wisdom is to start with the engineering and the technology, Jobs and the team at Apple start with an act of poetic imagination. The slogan “think different” encapsulates this idea. The ‘difference’ in this kind of thinking is that it starts with the humanities and technology as equal partners in the eventual expression of the product or service. Or as Jobs eloquently describes it, the kernel of the idea “expressing itself in successive outer layers.”
Of all the commentary, it was James B. Stewart’s piece in the New York Times that captured some of the unheard melody, the poetic thinking emanating from the office of the CEO.
“Most people underestimate his grandeur and his greatness,” Gadi Amit, founder and principal designer of New Deal Design in San Francisco, told me. “They think it’s about design. It’s beyond design. It’s completely holistic, and it’s dogmatic. Things need to be high quality; they have to have poetry and culture in each step. Steve was cut from completely different cloth from most business leaders. He was not a number-crunching guy; he was not a technologist. He was a cultural leader, and he drove Apple from that perspective. He started with culture; then followed with technology and design. No one seems to get that.”
It’s hard to find parallels. Braun and Olivetti in Europe had beautiful designs, but never had Apple’s success. Mr. Amit mentioned Italy’s Enzo Ferrari, the racecar driver and founder of the Ferrari sports car manufacturer. “Apple has the status that Ferrari has in Italy,” Ms. Antonelli said. “It’s a source of national pride and of pride for every employee. You get to that stature only if you created something so fundamental that everyone loves.”
Mr. Amit says he believes Mr. Jobs’s legacy will be “the blending of technology and poetry. It’s not about design per se; it’s the poetic aspect of the entire enterprise. Compared to Bill Gates or Warren Buffett, he’s in a different class. I think this is a revolutionary shift. Jobs is a revolutionary character. He shifted the industry and changed our lives through this amalgamation of culture and technology. If you’re looking for C.E.O.’s of this caliber, you have to look outside the engineering and business schools. That is truly revolutionary.”
When we lament that we won’t see another like Steven P. Jobs again, we need to acknowledge the cold, hard facts of the situation. We aren’t looking for people like Jobs to lead our greatest companies. In fact, we’re probably doing everything in our power to make sure that people like him don’t get anywhere near a leadership role. We’ve de-valued and de-funded the humanities, we’ve relegated poetic thinking to third class status.
In 1821 Percy Bysshe Shelley wrote “A Defense of Poetry.” Although he never wrote one, the work of Steven P. Jobs was a modern defense of poetry.
The most unfailing herald, companion, and follower of the awakening of a great people to work a beneficial change in opinion or institution, is poetry. At such periods there is an accumulation of the power of communicating and receiving intense and impassioned conceptions respecting man and nature. The person in whom this power resides, may often, as far as regards many portions of their nature, have little apparent correspondence with that spirit of good of which they are the ministers. But even whilst they deny and abjure, they are yet compelled to serve, that power which is seated on the throne of their own soul. It is impossible to read the compositions of the most celebrated writers of the present day without being startled with the electric life which burns within their words. They measure the circumference and sound the depths of human nature with a comprehensive and all-penetrating spirit, and they are themselves perhaps the most sincerely astonished at its manifestations; for it is less their spirit than the spirit of the age. Poets are the hierophants of an unapprehended inspiration; the mirrors of the gigantic shadows which futurity casts upon the present; the words which express what they understand not; the trumpets which sing to battle, and feel not what they inspire; the influence which is moved not, but moves. Poets are the unacknowledged legislators of the world.
Shop Windows And Tablets: Through The Looking Glass
In looking for lost house keys under the light of the street lamp, we put aside the fact that we lost them in the ditch at the other side of the road. It’s odd how we can move so swiftly in a particular direction without really knowing where we’re going. An incredible amount of ingenuity, resources and coordination has been applied to building tablet computers. There’s an unstated assumption that the post-pc era is defined by an evolution of the computer to a new human-computer interface model with a new form factor. And at a technical level, there’s some truth there; however at the level of the market for devices, there’s not enough truth.
To make sense of all this, let’s go back to a 1996 interview by Gary Wolf with Steve Jobs. Jobs was at NeXt and was gazing ahead at the future:
Wolf: What other opportunities are out there?
Jobs: Who do you think will be the main beneficiary of the Web? Who wins the most?
Wolf: People who have something –
Jobs: To sell!
Wolf: To share.
Jobs: To sell!
Wolf: You mean publishing?
Jobs: It’s more than publishing. It’s commerce. People are going to stop going to a lot of stores. And they’re going to buy stuff over the Web!
e-Commerce’s path to the Network was from the paper catalog to the electronic catalog. The Sears Catalog was one of the early prototypes for distance retailing. But what was the paper catalog? Why was it successful? The catalog was an evolution of the shop window in the arcade. And it was the shop window that enabled the romantic imagination of the consumer. Heather Marcelle Crickenberger talks about Walter Benjamin’s idea of the flâneur:
“Flâneur” is a word understood intuitively by the French to mean “stroller, idler, walker.” He has been portrayed in the past as a well-dressed man, strolling leisurely through the Parisian arcades of the nineteenth century–a shopper with no intention to buy, an intellectual parasite of the arcade. Traditionally the traits that mark the flâneur are wealth, education, and idleness. He strolls to pass the time that his wealth affords him, treating the people who pass and the objects he sees as texts for his own pleasure. An anonymous face in the multitude, the flâneur is free to probe his surroundings for clues and hints that may go unnoticed by the others.
Today we call it window shopping. It’s an exercise of the imagination in the role of the consumer. What might I look like in that outfit, listening to that music, with those kitchen appliances? A large plate of glass opened a window on to the possibilities contained within the shop. The flâneur could stroll the arcade moving from this window to that, searching for something that might catch his fancy.
Timothy Morton discusses this performance of the consumer imagination in his essay on “The Beautiful Soul.”
These performative styles are outlined by myself (Morton) and Colin Campbell. One style stands out, and that is a kind of meta-style that Campbell calls bohemianism and I call Romantic consumerism. This kind of consumerism is at one remove from regular consumerism. It is “consumerism-ism” as it were, that has realized that the true object of desire is desire as such. In brief, Romantic consumerism is window- shopping, which is hugely enabled by plate glass, or as we now do, browsing on the internet, not consuming anything but wondering what we would be like if we did. Now in the Romantic period this kind of reflexive consumerism was limited to a few avant-garde types: the Romantics themselves. To this extent Wordsworth and De Quincey are only superficially different. Wordsworth figured out that he could stroll forever in the mountains; De Quincey figured out that you didn’t need mountains, if you could consume a drug that gave you the feeling of strolling in the mountains (sublime contemplative calm, and so on). Nowadays we are all De Quinceys, all flaneurs in the shopping mall of life. This performative role, this attitude, is all the more pervasive, leading me to believe that we haven’t really exited from the Romantic period—another sense in which “prehistory” isn’t quite right for what I’m describing, but extremely right in another sense, namely that we’re still caught in an attitude that we don’t fully understand or become aware of.
When we talk about what’s assumed to be a tablet computer, we’re actually talking about a plate of glass, a shop window. In a discussion with Nick Bilton of the New York Times about why all these tablets look similar, Ryan Block hit on the key, although he may not have realized it:
“We are talking about a screen, where the screen is the entire experience and it can only really look and act one way, and that is to look similar to the iPad,” Mr. Block explained in a phone interview Thursday. “At the end of the day, they are all going to look similar, because a tablet is just a piece of glass.”
The innovations of the post-pc era aren’t to the computing device, they’re to the shop window. The ability to transact as part of the performance and the transformation of the goods from material to digital such that they can be played within the same window are the key additions to the “piece of glass.”
If you view the recent crop of tablet computers through this lens, you’ll see what separates the Apple and Amazon products from the rest. We pass the empty shop window of the deserted store as we move on down the block to see what we might find next. Of course, it’s simple to see how a technologist might confuse a shop window with a flat computing device.