TED2006
David Pogue: Simplicity sells
Filmed:
Readability: 3.8
1,907,053 views
New York Times columnist David Pogue takes aim at technology’s worst interface-design offenders, and provides encouraging examples of products that get it right. To funny things up, he bursts into song.
David Pogue - Technology columnist
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
Double-click the English transcript below to play the video.
00:25
(Music: "The Sound of Silence,"
Simon & Garfunkel)
Simon & Garfunkel)
0
1031
2484
00:28
Hello voice mail, my old friend.
1
3539
2437
00:30
(Laughter)
2
6000
1663
00:32
I've called for tech support again.
3
7687
3857
00:36
I ignored my boss's warning.
4
11568
3605
00:39
I called on a Monday morning.
5
15197
3316
00:43
Now it's evening, and my dinner
first grew cold, and then grew mold.
first grew cold, and then grew mold.
6
18537
6118
00:49
I'm still on hold.
7
24679
2274
00:51
I'm listening to the sounds of silence.
8
26977
5584
00:57
I don't think you understand.
9
32585
3057
01:00
I think your phone lines are unmanned.
10
35666
3826
01:04
I punched every touch tone I was told,
11
39516
3272
01:07
but I've still spent 18 hours on hold.
12
42812
3163
01:10
It's not enough your software
crashed my Mac,
crashed my Mac,
13
45999
2977
01:13
and it constantly hangs and bombs --
14
49000
3537
01:17
it erased my ROMs!
15
52561
2560
01:19
Now the Mac makes the sounds of silence.
16
55145
4341
01:25
In my dreams I fantasize
17
60309
3333
01:28
of wreaking vengeance on you guys.
18
63666
3575
01:32
Say your motorcycle crashes.
19
67265
3475
01:35
Blood comes gushing from your gashes.
20
70764
3307
01:38
With your fading strength, you call 9-1-1
and you pray for a trained MD.
and you pray for a trained MD.
21
74095
6583
01:45
But you get me.
22
80702
1620
01:47
(Laughter)
23
82346
1443
01:48
And you listen to the sounds of silence.
24
83813
4198
01:52
(Music)
25
88035
2889
01:55
(Applause)
26
90948
2198
01:57
Thank you.
27
93170
1151
01:59
Good evening and welcome to:
28
94345
1348
02:00
"Spot the TED Presenter Who Used
to Be a Broadway Accompanist."
to Be a Broadway Accompanist."
29
95717
2988
02:03
(Laughter)
30
98729
1138
02:04
When I was offered the Times
column six years ago,
column six years ago,
31
99891
3515
02:08
the deal was like this:
32
103430
1208
02:09
you'll be sent the coolest, hottest,
slickest new gadgets.
slickest new gadgets.
33
104662
3379
02:12
Every week, it'll arrive at your door.
34
108065
1911
02:14
You get to try them out,
play with them, evaluate them
play with them, evaluate them
35
110000
2653
02:17
until the novelty wears out,
before you have to send them back,
before you have to send them back,
36
112677
3072
02:20
and you'll get paid for it.
37
115773
1327
02:21
You can think about it, if you want.
38
117124
2498
02:24
So, I've always been a technology nut,
and I absolutely love it.
and I absolutely love it.
39
119646
4625
02:29
The job, though, came with one
small downside, and that is,
small downside, and that is,
40
124295
2937
02:32
they intended to publish my email address
at the end of every column.
at the end of every column.
41
127256
4720
02:37
And what I've noticed is -- first of all,
you get an incredible amount of email.
you get an incredible amount of email.
42
132840
5215
02:42
If you ever are feeling lonely,
43
138079
1735
02:44
get a New York Times column,
44
139838
1380
02:46
because you will get hundreds
and hundreds and hundreds of emails.
and hundreds and hundreds of emails.
45
141242
3134
02:49
And the email I'm getting a lot
today is about frustration.
today is about frustration.
46
144400
3576
02:52
People are feeling like things --
47
148000
3349
02:56
Ok, I just had an alarm
come up on my screen.
come up on my screen.
48
151373
2310
02:58
Lucky you can't see it.
49
153707
1389
02:59
People are feeling overwhelmed.
50
155120
1499
03:01
They're feeling like
it's too much technology, too fast.
it's too much technology, too fast.
51
156643
2620
03:04
It may be good technology,
52
159287
1689
03:05
but I feel like there's not enough
of a support structure.
of a support structure.
53
161000
2988
03:08
There's not enough help.
54
164012
1582
03:10
There's not enough thought
put into the design of it
put into the design of it
55
165618
2446
03:12
to make it easy and enjoyable to use.
56
168088
1930
03:14
One time I wrote a column about my efforts
to reach Dell Technical Support,
to reach Dell Technical Support,
57
170042
3988
03:18
and within 12 hours,
there were 700 messages
there were 700 messages
58
174054
4089
03:22
from readers on the feedback boards
on the Times website,
on the Times website,
59
178167
3191
03:26
from users saying,
60
181382
1892
03:28
""Me too, and here's my tale of woe."
61
183298
2414
03:30
I call it "software rage."
62
185736
2386
03:32
And man, let me tell you,
63
188146
1199
03:34
whoever figures out how to make money
off of this frustration will --
off of this frustration will --
64
189369
4423
03:38
Oh, how did that
get up there? Just kidding.
get up there? Just kidding.
65
193816
2281
03:40
(Laughter)
66
196121
1148
03:42
Ok, so why is the problem accelerating?
67
197293
2879
03:44
And part of the problem is, ironically,
68
200196
1965
03:46
because the industry
has put so much thought
has put so much thought
69
202185
2095
03:49
into making things easier to use.
70
204304
1953
03:51
I'll show you what I mean.
71
206281
1601
03:52
This is what the computer
interface used to look like, DOS.
interface used to look like, DOS.
72
207906
4435
03:57
Over the years, it's gotten easier to use.
73
212365
2834
04:00
This is the original Mac operating system.
74
215223
2556
04:02
Reagan was President.
Madonna was still a brunette.
Madonna was still a brunette.
75
217803
3111
04:05
And the entire operating system --
76
220938
1729
04:07
this is the good part -- the entire
operating system fit in 211 k.
operating system fit in 211 k.
77
222691
5160
04:12
You couldn't put
the Mac OS X logo in 211 k!
the Mac OS X logo in 211 k!
78
227875
3102
04:15
(Laughter)
79
231001
1612
04:17
So the irony is, that as these
things became easier to use,
things became easier to use,
80
232637
3803
04:21
a less technical, broader audience
was coming into contact
was coming into contact
81
236464
3856
04:25
with this equipment for the first time.
82
240344
1945
04:27
I once had the distinct privilege
of sitting in on the Apple call center
of sitting in on the Apple call center
83
242313
5665
04:32
for a day.
84
248002
1160
04:33
The guy had a duplicate headset
for me to listen to.
for me to listen to.
85
249186
2790
04:36
And the calls that --
you know how they say,
you know how they say,
86
252000
3526
04:40
"Your call may be recorded
for quality assurance?"
for quality assurance?"
87
255550
2730
04:43
Uh-uh.
88
258304
1269
04:44
Your call may be recorded
89
259597
1379
04:45
so that they can collect
the funniest dumb user stories
the funniest dumb user stories
90
261000
2668
04:48
and pass them around on a CD.
91
263692
1491
04:50
(Laughter)
92
265207
1040
04:51
Which they do.
93
266271
1705
04:52
(Laughter)
94
268000
1592
04:54
And I have a copy.
95
269616
1222
04:55
(Laughter)
96
270862
1023
04:56
It's in your gift bag. No, no.
97
271909
2094
04:58
With your voices on it!
98
274027
2171
05:01
So, some of the stories are just
so classic, and yet so understandable.
so classic, and yet so understandable.
99
276222
5159
05:06
A woman called Apple to complain
that her mouse was squeaking.
that her mouse was squeaking.
100
281405
3343
05:09
Making a squeaking noise.
101
284772
1222
05:10
And the technician said,
102
286018
1170
05:12
"Well, ma'am, what do you mean
your mouse is squeaking?"
your mouse is squeaking?"
103
287212
2651
05:14
She says, "All I can tell you
is that it squeaks louder,
is that it squeaks louder,
104
289887
2643
05:17
the faster I move it across the screen."
105
292554
2610
05:19
(Laughter)
106
295188
2071
05:22
And the technician's like,
107
297283
1262
05:23
"Ma'am, you've got the mouse
up against the screen?"
up against the screen?"
108
298569
3150
05:26
She goes, "Well, the message said,
'Click here to continue.'"
'Click here to continue.'"
109
301743
3093
05:29
(Laughter)
110
304860
3065
05:32
Well, if you like that one --
how much time have we got?
how much time have we got?
111
307949
3849
05:36
Another one, a guy called --
this is absolutely true --
this is absolutely true --
112
311822
2672
05:39
his computer had crashed,
and he told the technician
and he told the technician
113
314518
2458
05:41
he couldn't restart it, no matter
how many times he typed "11."
how many times he typed "11."
114
317000
4194
05:46
And the technician said,
"What? Why are you typing 11?"
"What? Why are you typing 11?"
115
321218
3150
05:49
He said, "The message says,
'Error Type 11.'"
'Error Type 11.'"
116
324392
3584
05:52
(Laughter)
117
328000
4375
05:57
So, we must admit
118
332399
2905
06:00
that some of the blame falls squarely
at the feet of the users.
at the feet of the users.
119
335328
3904
06:05
But why is the technical overload crisis,
120
340573
2403
06:07
the complexity crisis, accelerating now?
121
343000
2580
06:10
In the hardware world, it's because
we the consumers want
we the consumers want
122
345604
2779
06:13
everything to be smaller,
smaller, smaller.
smaller, smaller.
123
348407
2184
06:15
So the gadgets are getting
tinier and tinier,
tinier and tinier,
124
350615
2563
06:18
but our fingers are essentially
staying the same size.
staying the same size.
125
353202
2603
06:20
So it gets to be more and more
of a challenge.
of a challenge.
126
355829
2147
06:22
Software is subject
to another primal force:
to another primal force:
127
358000
2096
06:24
the mandate to release
more and more versions.
more and more versions.
128
360120
2589
06:27
When you buy a piece of software,
129
362733
1596
06:29
it's not like buying a vase
or a candy bar, where you own it.
or a candy bar, where you own it.
130
364353
2888
06:32
It's more like joining a club,
where you pay dues every year,
where you pay dues every year,
131
367265
3368
06:35
and every year, they say,
132
370657
1255
06:36
"We've added more features,
and we'll sell it to you for $99."
and we'll sell it to you for $99."
133
371936
4040
06:40
I know one guy who's spent $4,000
just on Photoshop over the years.
just on Photoshop over the years.
134
376000
4976
06:45
And software companies make
35 percent of their revenue
35 percent of their revenue
135
381000
2839
06:48
from just these software upgrades.
136
383863
1756
06:50
I call it the Software Upgrade Paradox --
137
385643
2875
06:53
which is that if you improve
a piece of software enough times,
a piece of software enough times,
138
388542
3849
06:57
you eventually ruin it.
139
392415
1495
06:58
I mean, Microsoft Word was last
just a word processor in, you know,
just a word processor in, you know,
140
393934
4165
07:02
the Eisenhower administration.
141
398123
1566
07:04
(Laughter)
142
399713
1048
07:05
But what's the alternative?
143
400785
1363
07:06
Microsoft actually did this experiment.
144
402172
2012
07:09
They said, "Well, wait a minute.
145
404208
1548
07:10
Everyone complains that
we're adding so many features.
we're adding so many features.
146
405780
2548
07:13
Let's create a word processor
that's just a word processor:
that's just a word processor:
147
408352
2799
07:15
Simple, pure; does not do web pages,
is not a database."
is not a database."
148
411175
3229
07:19
And it came out,
and it was called Microsoft Write.
and it was called Microsoft Write.
149
414428
3406
07:22
And none of you are nodding
in acknowledgment, because it died.
in acknowledgment, because it died.
150
417858
3118
07:25
It tanked. No one ever bought it.
151
421000
1976
07:27
I call this the Sport Utility Principle.
152
423000
2403
07:30
People like to surround themselves
with unnecessary power, right?
with unnecessary power, right?
153
425427
4240
07:34
They don't need the database
and the website, but they're like,
and the website, but they're like,
154
429691
3309
07:37
"Well, I'll upgrade, because, I might,
you know, I might need that someday."
you know, I might need that someday."
155
433024
3952
07:41
So the problem is: as you add more
features, where are they going to go?
features, where are they going to go?
156
437000
3558
07:45
Where are you going to stick them?
You only have so many design tools.
You only have so many design tools.
157
440582
4140
07:49
You can do buttons, you can do
sliders, pop-up menus, sub-menus.
sliders, pop-up menus, sub-menus.
158
444746
3992
07:53
But if you're not careful
about how you choose,
about how you choose,
159
448762
3025
07:56
you wind up with this.
160
451811
1165
07:57
(Laughter)
161
453000
1747
07:59
This is an un-retouched --
this is not a joke --
this is not a joke --
162
454771
2832
08:02
un-retouched photo of Microsoft Word,
163
457627
2262
08:04
the copy that you have,
with all the toolbars open.
with all the toolbars open.
164
459913
2834
08:07
You've obviously never
opened all the toolbars,
opened all the toolbars,
165
462771
3322
08:10
but all you have to type in
is this little, teeny window down here.
is this little, teeny window down here.
166
466117
4742
08:15
(Laughter)
167
470883
2559
08:18
And we've arrived at the age
of interface matrices,
of interface matrices,
168
473466
3445
08:21
where there are so many
features and options,
features and options,
169
476935
2142
08:23
you have to do two dimensions, you know:
170
479101
1920
08:25
a vertical and a horizontal.
171
481045
1343
08:27
You guys all complain
172
482412
1157
08:28
about how Microsoft Word
is always bulleting your lists
is always bulleting your lists
173
483593
2738
08:31
and underlining your links automatically.
174
486355
2094
08:33
The off switch is in there somewhere.
175
488473
3135
08:36
I'm telling you -- it's there.
176
491632
1579
08:38
Part of the art of designing
a simple, good interface,
a simple, good interface,
177
493235
3244
08:41
is knowing when to use
which one of these features.
which one of these features.
178
496503
3484
08:44
So, here is the log-off
dialogue box for Windows 2000.
dialogue box for Windows 2000.
179
500011
3525
08:48
There are only four choices,
180
503560
2500
08:50
so why are they in a pop-up menu?
181
506084
3056
08:53
It's not like the rest of the screen
is so full of other components
is so full of other components
182
509164
3316
08:57
that you need to collapse the choices.
183
512504
2472
08:59
They could have put them all out in view.
184
515000
1976
09:01
Here's Apple's take
on the exact same dialogue box.
on the exact same dialogue box.
185
517000
2976
09:04
(Applause)
186
520000
1403
09:06
Thank you -- yes, I designed
the dialogue box. No, no.
the dialogue box. No, no.
187
521427
3549
09:09
Already, we can see
that Apple and Microsoft
that Apple and Microsoft
188
525000
2615
09:12
have a severely divergent
approach to software design.
approach to software design.
189
527639
3337
09:16
Microsoft's approach
to simplicity tends to be:
to simplicity tends to be:
190
531799
3333
09:19
let's break it down;
let's just make it more steps.
let's just make it more steps.
191
535156
2820
09:22
There are these "wizards" everywhere.
192
538000
1976
09:24
And you know, there's a new version
of Windows coming out this fall.
of Windows coming out this fall.
193
540000
3239
09:28
If they continue at this pace,
there's absolutely no telling
there's absolutely no telling
194
543263
3055
09:31
where they might wind up.
195
546342
2146
09:33
[Welcome to the Type a Word Wizard]
196
548512
2338
09:35
(Laughter)
197
550874
1168
09:36
(Applause)
198
552066
3290
09:40
"Welcome to the Type a Word Wizard."
199
555380
1785
09:41
Ok, I'll bite.
200
557189
1215
09:43
Let's click "Next" to continue.
201
558428
2548
09:45
(Laughter)
202
561000
2303
09:48
(Applause)
203
563327
1847
09:49
From the drop-down menu, choose
the first letter you want to type. Ok.
the first letter you want to type. Ok.
204
565198
3350
09:53
(Laughter)
205
568572
2333
09:55
So there is a limit
that we don't want to cross.
that we don't want to cross.
206
570929
2539
09:58
So what is the answer?
207
573492
1151
09:59
How do you pack in all these features
in a simple, intelligent way?
in a simple, intelligent way?
208
574667
4076
10:03
I believe in consistency, when possible,
209
578767
2705
10:06
real-world equivalents,
210
581496
1302
10:07
trash can folder, when possible,
label things, mostly.
label things, mostly.
211
582822
3223
10:10
But I beg of the designers here
212
586069
2176
10:13
to break all those rules
if they violate the biggest rule of all,
if they violate the biggest rule of all,
213
588269
3571
10:16
which is intelligence.
214
591864
1189
10:17
Now what do I mean by that?
215
593077
1303
10:19
I'm going to give you some examples
216
594404
1691
10:20
where intelligence makes something
not consistent, but it's better.
not consistent, but it's better.
217
596119
3332
10:24
If you are buying something on the web,
218
599475
2387
10:26
you're supposed to put in your address,
219
601886
1881
10:28
and you're supposed to choose
what country you're from, ok?
what country you're from, ok?
220
603791
2834
10:31
There are 200 countries in the world.
221
606649
1778
10:33
We like to think of the Internet
as a global village.
as a global village.
222
608451
2508
10:35
I'm sorry; it's not one yet.
223
610983
1371
10:37
It's mainly like, the United States,
Europe, and Japan.
Europe, and Japan.
224
612378
2604
10:39
So why is "United States" in the "U"s?
225
615006
2351
10:42
(Laughter)
226
617381
1366
10:43
You have to scroll, like,
seven screensful to get to it.
seven screensful to get to it.
227
618771
2929
10:46
Now, it would be inconsistent
to put "United States" first,
to put "United States" first,
228
621724
3252
10:49
but it would be intelligent.
229
625000
1471
10:51
This one's been touched on before,
230
626495
2633
10:53
but why in God's name do you
shut down a Windows PC
shut down a Windows PC
231
629152
3824
10:57
by clicking a button called "Start?"
232
633000
2399
11:00
(Laughter)
233
635423
4068
11:04
Here's another pet one of mine:
you have a printer.
you have a printer.
234
639515
3461
11:07
Most of the time, you want to print
one copy of your document,
one copy of your document,
235
643000
3869
11:11
in page order, on that printer.
236
646893
2252
11:13
So why in God's name do you see
this every time you print?
this every time you print?
237
649169
4260
11:18
It's like a 747 shuttle cockpit.
238
653794
2468
11:21
(Laughter)
239
656286
1563
11:22
And one of the buttons at the bottom,
you'll notice, is not "Print."
you'll notice, is not "Print."
240
657873
3768
11:26
(Laughter)
241
661665
4311
11:30
(Applause)
242
666000
3270
11:34
Now, I'm not saying that Apple
is the only company who has embraced
is the only company who has embraced
243
669294
3929
11:38
the cult of simplicity.
244
673247
2556
11:40
Palm is also, especially in the old days,
wonderful about this.
wonderful about this.
245
675827
2980
11:43
I actually got to speak to Palm
when they were flying high in the '90s,
when they were flying high in the '90s,
246
678831
3358
11:47
and after the talk,
I met one of the employees.
I met one of the employees.
247
682213
2204
11:49
He says, "Nice talk." And I said,
"Thank you. What do you do here?"
"Thank you. What do you do here?"
248
684441
3181
11:52
He said, "I'm a tap counter."
I'm like, "You're a what?"
I'm like, "You're a what?"
249
687646
2641
11:55
He goes, "Well Jeff Hawkins,
the CEO, says,
the CEO, says,
250
690311
2032
11:57
'If any task on the Palm Pilot
takes more than three taps of the stylus,
takes more than three taps of the stylus,
251
692367
4209
12:01
it's too long,
and it has to be redesigned.'
and it has to be redesigned.'
252
696600
2998
12:04
So I'm the tap counter."
253
699622
1354
12:06
So, I'm going to show you an example
254
701414
1762
12:08
of a company that does not
have a tap counter.
have a tap counter.
255
703200
2622
12:10
(Laughter)
256
705846
1263
12:11
This is Microsoft Word.
257
707133
1571
12:13
Ok, when you want to create
a new blank document in Word --
a new blank document in Word --
258
708728
4134
12:17
it could happen.
259
712886
1152
12:18
(Laughter)
260
714062
5348
12:24
You go up to the "File" menu
and you choose "New."
and you choose "New."
261
719434
3459
12:27
Now, what happens when you choose "New?"
262
722917
2199
12:29
Do you get a new blank document?
263
725140
2029
12:31
You do not.
264
727193
1191
12:33
On the opposite side of the monitor,
a task bar appears,
a task bar appears,
265
728408
4691
12:37
and somewhere in those links --
by the way, not at the top --
by the way, not at the top --
266
733123
3762
12:41
somewhere in those links is a button
that makes you a new document.
that makes you a new document.
267
736909
4444
12:46
Ok, so that is a company
not counting taps.
not counting taps.
268
741377
2993
12:49
You know, I don't want to just stand
here and make fun of Microsoft ...
here and make fun of Microsoft ...
269
744394
3804
12:53
Yes, I do.
270
748222
1302
12:54
(Laughter)
271
749548
1428
12:55
(Applause)
272
751000
3595
12:59
The Bill Gates song!
273
754619
1374
13:00
(Piano music)
274
756017
1428
13:02
I've been a geek forever
275
757469
3435
13:05
and I wrote the very first DOS.
276
760928
2240
13:09
I put my software and IBM together;
277
765168
3535
13:13
I got profit and they got the loss.
278
768727
3249
13:16
(Laughter)
279
772000
2678
13:19
I write the code
that makes the whole world run.
that makes the whole world run.
280
774702
4618
13:24
I'm getting royalties from everyone.
281
779344
4413
13:28
Sometimes it's garbage,
but the press is snowed.
but the press is snowed.
282
783781
4626
13:33
You buy the box; I'll sell the code.
283
788431
2569
13:38
Every software company
is doing Microsoft's R&D.
is doing Microsoft's R&D.
284
794113
4863
13:43
You can't keep a good idea
down these days.
down these days.
285
799000
4132
13:47
Even Windows is a hack.
286
803156
2179
13:50
We're kind of based loosely on the Mac.
287
805359
2326
13:52
So it's big, so it's slow.
You've got nowhere to go.
You've got nowhere to go.
288
807709
2708
13:55
I'm not doing this for praise.
289
810441
2535
13:58
I write the code
that fits the world today.
that fits the world today.
290
813642
4286
14:03
Big mediocrity in every way.
291
818483
3706
14:07
We've entered planet domination mode.
292
822704
4272
14:11
You'll have no choice; you'll buy my code.
293
827000
3522
14:17
I am Bill Gates and I write the code.
294
832902
5098
14:24
(Applause)
295
840173
6941
14:32
But actually, I believe
there are really two Microsofts.
there are really two Microsofts.
296
848000
2702
14:35
There's the old one, responsible
for Windows and Office.
for Windows and Office.
297
850726
3079
14:38
They're dying to throw the whole thing
out and start fresh, but they can't.
out and start fresh, but they can't.
298
853829
4014
14:42
They're locked in, because so many add-ons
and other company stuff
and other company stuff
299
857867
3700
14:46
locks into the old 1982 chassis.
300
861591
2621
14:49
But there's also a new Microsoft,
301
864236
1590
14:50
that's really doing good,
simple interface designs.
simple interface designs.
302
865850
3491
14:54
I liked the Media Center PC.
303
869365
1556
14:55
I liked the Microsoft SPOT Watch.
304
870945
1756
14:57
The Wireless Watch
flopped miserably in the market,
flopped miserably in the market,
305
872725
2953
15:00
but it wasn't because it wasn't
simply and beautifully designed.
simply and beautifully designed.
306
875702
3048
15:03
But let's put it this way:
307
878774
1246
15:04
would you pay $10 a month to have a watch
308
880044
2491
15:07
that has to be recharged
every night like your cell phone,
every night like your cell phone,
309
882559
3258
15:10
and stops working
when you leave your area code?
when you leave your area code?
310
885841
2539
15:13
(Laughter)
311
888404
2598
15:15
So, the signs might indicate
312
891026
2501
15:18
that the complexity crunch
is only going to get worse.
is only going to get worse.
313
893551
2837
15:21
So is there any hope?
314
896412
1653
15:22
The screens are getting smaller,
people are illuminating,
people are illuminating,
315
898089
2699
15:25
putting manuals in the boxes,
316
900812
1397
15:27
things are coming out at a faster pace.
317
902233
2743
15:29
It's funny -- when Steve Jobs
came back to Apple in 1997,
came back to Apple in 1997,
318
905000
3393
15:33
after 12 years away,
it was the MacWorld Expo --
it was the MacWorld Expo --
319
908417
2825
15:36
he came to the stage
in that black turtleneck and jeans,
in that black turtleneck and jeans,
320
911266
3142
15:39
and he sort of did this.
321
914432
1152
15:40
The crowd went wild,
but I had just seen --
but I had just seen --
322
915608
2368
15:42
I'm like, where have I seen this before?
323
918000
1926
15:44
I had just seen the movie "Evita" --
324
919950
1809
15:46
(Laughter)
325
921783
3085
15:49
with Madonna,
326
924892
1158
15:50
and I'm like, you know what?
327
926074
1748
15:52
I've got to do one about Steve Jobs.
328
927846
3097
15:55
(Music)
329
930967
1008
15:56
It won't be easy.
You'll think I'm strange.
You'll think I'm strange.
330
931999
3016
15:59
(Laughter)
331
935039
1144
16:01
When I try to explain why I'm back,
332
936207
2309
16:03
after telling the press
Apple's future is black.
Apple's future is black.
333
938540
3091
16:06
You won't believe me.
334
941655
2595
16:09
All that you see is a kid in his teens
who started out in a garage
who started out in a garage
335
944274
4702
16:13
with only a buddy named Woz.
336
949000
2976
16:16
(Laughter)
337
952000
1552
16:18
You try rhyming with garage!
338
953576
1733
16:20
(Laughter)
339
955333
2442
16:22
Don't cry for me, Cupertino.
340
957799
2875
16:25
(Laughter)
341
960698
1322
16:26
The truth is, I never left you.
342
962044
2932
16:29
I know the ropes now,
know what the tricks are.
know what the tricks are.
343
965000
3535
16:33
I made a fortune over at Pixar.
344
968559
3417
16:36
(Laughter)
345
972000
1039
16:37
Don't cry for me, Cupertino.
346
973063
2651
16:40
I've still got the drive and vision.
347
976182
3313
16:44
I still wear sandals in any weather.
348
979519
3452
16:47
It's just that these days,
349
982995
1981
16:49
they're Gucci leather.
350
985000
1976
16:51
(Laughter)
351
987000
1976
16:53
(Applause)
352
989000
6908
17:01
Thank you.
353
996258
1158
17:02
So Steve Jobs had always believed
in simplicity and elegance and beauty.
in simplicity and elegance and beauty.
354
997815
4708
17:07
And the truth is,
355
1002547
1897
17:09
for years I was a little depressed,
356
1004468
2128
17:11
because Americans
obviously did not value it,
obviously did not value it,
357
1006620
2273
17:13
because the Mac had
three percent market share,
three percent market share,
358
1008917
2277
17:16
Windows had 95 percent market share --
359
1011218
1857
17:17
people did not think it was worth
putting a price on it.
putting a price on it.
360
1013099
2877
17:20
So I was a little depressed.
361
1016000
1791
17:22
And then I heard Al Gore's talk,
362
1017815
1557
17:24
and I realized I didn't know
the meaning of depressed.
the meaning of depressed.
363
1019396
2539
17:26
(Laughter)
364
1021959
1017
17:27
But it turns out I was wrong, right?
365
1023000
1737
17:29
Because the iPod came out,
366
1024761
1733
17:31
and it violated every bit
of common wisdom.
of common wisdom.
367
1026518
2618
17:33
Other products cost less;
other products had more features,
other products had more features,
368
1029160
2976
17:36
they had voice recorders
and FM transmitters.
and FM transmitters.
369
1032160
2737
17:39
The other products were backed
by Microsoft, with an open standard,
by Microsoft, with an open standard,
370
1034921
3222
17:42
not Apple's propriety standard.
371
1038167
1714
17:44
But the iPod won --
this is the one they wanted.
this is the one they wanted.
372
1039905
2572
17:47
The lesson was: simplicity sells.
373
1042501
2263
17:49
And there are signs that the industry
is getting the message.
is getting the message.
374
1044788
2874
17:52
This is a little company that's done
very well with simplicity and elegance.
very well with simplicity and elegance.
375
1047686
3591
17:56
The Sonos thing -- it's catching on.
376
1051301
1739
17:57
I've got just a couple examples.
377
1053064
1698
17:59
Physically, a really cool,
elegant thinking coming along lately.
elegant thinking coming along lately.
378
1054786
3676
18:03
When you have a digital camera,
379
1058486
1953
18:05
how do you get the pictures
back to your computer?
back to your computer?
380
1060463
3243
18:08
Well, you either haul around a USB cable,
381
1063730
2342
18:10
or you buy a card reader
and haul that around.
and haul that around.
382
1066096
2156
18:13
Either one, you're going to lose.
383
1068276
1587
18:14
What I do is, I take out the memory card,
384
1069887
2459
18:17
and I fold it in half,
revealing USB contacts.
revealing USB contacts.
385
1072370
5345
18:22
I just stick it in the computer,
offload the pictures,
offload the pictures,
386
1077739
2658
18:25
put it right back in the camera.
387
1080421
1539
18:26
I never have to lose anything.
388
1081984
1800
18:28
Here's another example.
389
1083808
1537
18:30
Chris, you're the source of all power.
Will you be my power plug?
Will you be my power plug?
390
1085369
3070
18:33
Chris Anderson: Oh yeah.
DP: Hold that and don't let go.
DP: Hold that and don't let go.
391
1088463
2740
18:36
You might've seen this,
this is Apple's new laptop.
this is Apple's new laptop.
392
1091227
2421
18:38
This the power cord.
It hooks on like this.
It hooks on like this.
393
1093672
2024
18:40
And I'm sure every one of you has done
this at some point in your lives,
this at some point in your lives,
394
1095720
3397
18:43
or one of your children.
395
1099141
1175
18:45
You walk along -- and I'm
about to pull this onto the floor.
about to pull this onto the floor.
396
1100340
2825
18:47
I don't care. It's a loaner.
397
1103189
1336
18:49
Here we go. Whoa!
398
1104549
1183
18:50
It's magnetic -- it doesn't pull
the laptop onto the floor.
the laptop onto the floor.
399
1105756
3069
18:53
(Applause)
400
1108849
4127
18:57
In my very last example --
401
1113000
1969
18:59
I do a lot of my work
using speech recognition software.
using speech recognition software.
402
1114993
3976
19:03
And I'll just --
you have to be kind of quiet
you have to be kind of quiet
403
1118993
2230
19:06
because the software is nervous.
404
1121247
1603
19:08
Speech recognition
software is really great
software is really great
405
1123524
2080
19:10
for doing emails very quickly; period.
406
1125628
2530
19:12
Like, I get hundreds of them
a day; period.
a day; period.
407
1128182
2639
19:15
And it's not just what I dictate
that it writes down; period.
that it writes down; period.
408
1130845
3291
19:18
I also use this feature
called voice macros; period.
called voice macros; period.
409
1134160
3190
19:23
Correct "dissuade."
410
1138920
1182
19:28
Not "just."
411
1143999
1154
19:32
Ok, this is not an ideal situation,
412
1147248
1682
19:33
because it's getting the echo
from the hall and stuff.
from the hall and stuff.
413
1148954
2539
19:36
The point is, I can respond to people
very quickly by saying a short word,
very quickly by saying a short word,
414
1151517
4236
19:40
and having it write out
a much longer thing.
a much longer thing.
415
1155777
2072
19:42
So if somebody
sends me a fan letter, I'll say,
sends me a fan letter, I'll say,
416
1157873
2366
19:45
"Thanks for that."
417
1160263
1157
19:46
[Thank you so much
for taking the time to write ...]
for taking the time to write ...]
418
1161444
2507
19:48
(Laughter)
419
1163975
1001
19:49
(Applause)
420
1165000
2976
19:52
And conversely, if somebody
sends me hate mail --
sends me hate mail --
421
1168000
4438
19:57
which happens daily --
422
1172462
2302
19:59
I say, "Piss off."
423
1174788
2052
20:04
(Laughter)
424
1179508
1317
20:05
[I admire your frankness ...]
425
1180849
2472
20:08
(Laughter)
426
1183345
1631
20:09
(Applause)
427
1185000
5353
20:15
So that's my dirty little secret.
Don't tell anyone.
Don't tell anyone.
428
1190377
2599
20:17
(Laughter)
429
1193000
1115
20:18
So the point is --
this is a really interesting story.
this is a really interesting story.
430
1194139
2837
20:21
This is version eight of this software,
431
1197000
1878
20:23
and do you know what they put
in version eight?
in version eight?
432
1198902
2198
20:25
No new features. It's never
happened before in software!
happened before in software!
433
1201124
3062
20:29
The company put no new features.
434
1204210
1731
20:30
They just said, "We'll make
this software work right." Right?
this software work right." Right?
435
1205965
3615
20:34
Because for years, people had bought
this software, tried it out --
this software, tried it out --
436
1209604
3216
20:37
95 percent accuracy was all they got,
437
1212844
1801
20:39
which means one in 20 words is wrong --
438
1214669
1896
20:41
and they'd put it in their drawer.
439
1216589
1627
20:43
And the company got sick of that,
440
1218240
1580
20:44
so they said, "This version,
we're not going to do anything,
we're not going to do anything,
441
1219844
2836
20:47
but make sure it's darned accurate."
442
1222704
1733
20:49
And so that's what they did.
443
1224461
1349
20:50
This cult of doing things right
is starting to spread.
is starting to spread.
444
1225834
2588
20:53
So, my final advice for those of you
who are consumers of this technology:
who are consumers of this technology:
445
1228446
3496
20:56
remember, if it doesn't work,
it's not necessarily you, ok?
it's not necessarily you, ok?
446
1231966
4010
21:00
It could be the design
of the thing you're using.
of the thing you're using.
447
1236000
2334
21:03
Be aware in life
of good design and bad design.
of good design and bad design.
448
1238358
2788
21:05
And if you're among the people
who create this stuff:
who create this stuff:
449
1241170
2867
21:08
Easy is hard.
450
1244061
1319
21:10
Pre-sweat the details for your audience.
451
1245404
2334
21:12
Count the taps.
452
1247762
1214
21:13
Remember, the hard part
is not deciding what features to add,
is not deciding what features to add,
453
1249000
2943
21:16
it's deciding what to leave out.
454
1251967
1769
21:18
And best of all, your motivation is:
simplicity sells.
simplicity sells.
455
1253760
3197
21:22
CA: Bravo. DP: Thank you very much.
456
1257611
1667
21:24
CA: Hear, hear!
457
1259302
1151
21:25
(Applause)
458
1260477
2475
ABOUT THE SPEAKER
David Pogue - Technology columnistDavid Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books.
Why you should listen
Which cell phone to choose? What software to buy? Are camera-binoculars a necessity or novelty? As release cycles shorten and ever-shrinking gadgets hit the market with dizzying speed, it's harder and harder to know what's worth the investment. A tireless explorer of everyday technology, David Pogue investigates all the options so we don't have to.
After happily weathering installation nightmares, customer service hiccups, and an overwhelming crush of backups, upgrades and downloads, Pogue reports back with his recommendations via his many columns, TV appearances and how-to books. And he does it all with relatable insight, humor and an unsinkable sense of pun, er, fun. All that, and he sings, too.
David Pogue | Speaker | TED.com