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Apple's Federighi thrust into spotlight with successful WWDC keynote performance

post #1 of 90
Thread Starter 
During Apple's Worldwide Developers Conference keynote on Monday, the most stage time wasn't allotted CEO Tim Cook, or marketing head Phil Schiller, but to Craig Federighi, the software chief who stepped out from his "behind-the-scenes" role and into the spotlight.

Federighi
Apple's vice president of Software Engineering Craig Federighi.


Along with the glut of new product announcements and operating system previews unveiled at WWDC 2013, developers were impressed with Federighi's performance, which was at the same time dynamic and collected, reports The Wall Street Journal.

The publication put together an in-depth look at Federighi's new, highly visible role, which one developer said "set the tone and personality for the new Apple that appeared yesterday."

Federighi began working at Apple cofounder Steve Jobs' Next alongside fellow software engineer Scott Forstall, who went on to play a pivotal role as head of iOS before being ousted from the company in 2012. When Jobs moved back to Apple after Next was purchased in 1996, Federighi left for enterprise software firm Ariba where he ended up taking on the role of chief technology officer. He was subsequently recruited back to Apple in 2009 to head the Mac software team.

Last October, Forstall was fired from Apple after reportedly butting heads with the likes of design chief Jony Ive and others, as well as not taking responsibility for the iOS Maps flap. This put Federighi in charge of both Mac and mobile software, both primary focuses of Apple's annual WWDC event.

Whereas Forstall was the previous go-to for iOS announcements, Federighi found himself in the limelight. The position may not have been the most likely for the executive, though, as the WSJ points out, Federighi often declines social get togethers to focus on work.

The attention is not unwarranted, however, as unnamed Apple employees said Federighi played a crucial role in finishing the latest iOS 7 on time. In April, rumors had it that development of the mobile operating system was running behind schedule. It appears Federighi managed to successfully bring together both Mac and iOS software teams, which ultimately resulted in the iOS 7 beta and OS X Mavericks Developer Preview seeded to developers yesterday.

On stage at WWDC, Federighi exuded confidence. Tasked with presenting the important iOS 7 and Mac OS X Mavericks operating systems, as well as undertaking live demos, he was calm and collected. Most importantly, Federighi appeared comfortable in front of the thousands in attendance, at times even interacting with the crowd after announcing a particularly exciting new software feature.

With the buzz surrounding his keynote performance, Federighi is quickly becoming the public face for some of Apple's most important products, stepping into the shoes of seasoned public speaker Scott Forstall. For a "behind-the-scenes" player, those shoes seem to fit quite well.
post #2 of 90
This guy was entertaining. Like a late night tv show host.
post #3 of 90

He does great work and he presents well. I'd like to see him headline keynotes in the future, since Jony refuses to. Bet he has incredible stage fright.

Originally posted by Marvin

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Originally posted by Marvin

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post #4 of 90
Nothing new to me. Working with the guy at NeXT he delivered EOF presentations back in '96 to WebObjects and Openstep conference/expos.
post #5 of 90
And he knows how to work the room.
Great audition Craig! When can you start?

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post #6 of 90
So much better than Forstall.
post #7 of 90
Love Craig. And since he owns iOS he deserved to be on stage demoing it.
post #8 of 90
I remember how nervous he was for his first appearance, but even then he did a great job.

He seems like a pretty cool guy.
post #9 of 90
Craig was great. He has restored some life back into keynote event. Love to see more of him in future events...
post #10 of 90
Quote:
Originally Posted by Pendergast View Post

So much better than Forstall.

post #11 of 90
Yes, he did do a really great job.
post #12 of 90

I still think "not innovate anymore my ass!" is the highest point at the keynote. :)

post #13 of 90

I thought everyone did a good job, even Tim, who is not comfortable in a crowd. This is a big step for Apple. Maybe Steve can finally rest; the fellows comfortably understand where they are heading.

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When I find time to rewrite the laws of Physics, there'll Finally be some changes made round here!

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post #14 of 90
Quote:
Originally Posted by Pendergast View Post

So much better than Forstall.

This I disagree.

post #15 of 90
I think the most important part of his performance was he genuinely believed what he said. He did a great job getting OSX and ios together and knew it. It was that confidence in the products which shone through.
post #16 of 90

Craig was outgoing, affable and conveyed confidence. Great presentation, we'll see him more often I believe.

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post #17 of 90
Quote:
Originally Posted by matrix07 View Post

I still think "not innovate anymore my ass!" is the highest point at the keynote. 1smile.gif

Either that, or Craig's demo where he had himself listed under 'hair products'.
post #18 of 90

Craig was great; Phil’s quote, ”Can’t innovate anymore, my ass!” was freaking classic.

 

Quote:
“Last October, Forstall was fired from Apple after reportedly butting heads with the likes of design chief Jony Ive and others, as well as not taking responsibility for the iOS Maps flap.”

 

OMG I am so tired of the trumped up map-gate shit being mentioned in EACH AND EVERY FREAKING ARTICLE. For the love of Pete, I’ve used Maps nearly every day since it was released (I drive around a lot for gigs) and it missed one destination by one mile exactly one time.

 

Drinking game idea:

 

1) Take a drink every time you read about Apple Maps portrayed in a negative light

 

2) Take two drinks every time you read about Apple Maps in a story where it’s barely relevant

 

3) Take three drinks every time you read about Apple Maps in a story in which no one can justify or even figure out why it was even brought up

 

4) If a player can find anything positive (or even objective) written about Apple Maps, everyone else in the game must drink until they die of alcohol poisoning

post #19 of 90
Quote:
Originally Posted by Pendergast View Post

So much better than Forstall.
Agree. Hands down.

I like TC but I find myself speeding through his slow and laboring declarations. He is too rehearsed.
post #20 of 90
Quote:
Originally Posted by Tallest Skil View Post

He does great work and he presents well. I'd like to see him headline keynotes in the future, since Jony refuses to. Bet he has incredible stage fright.

See his 45 minute keynote from WWDC2011, he's fun to watch, easy to understand and has got a great sense of humor (dev account required, but that's at no charge):
https://developer.apple.com/videos/wwdc/2011/includes/apple-platforms-kickoff.html#apple-platforms-kickoff

Don't know if Jony has stage fright, he seemed pretty relaxed on stage during the 'Celebrating Steve, Nov 19, 2011'. Of course, that was in front of Apple employees. Still, large crowd.
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post #21 of 90

Many digs against Forstall were made and the whole atmosphere was light and enjoyable. I like the new personal side of Apple. 

post #22 of 90
Quote:
Originally Posted by matrix07 View Post

This I disagree.

 

Forstall is an ass and all about himself. Craig actually seems humble to work with such a great team. You can sense a new mindset at Apple, and this new spirit is going to energize the teams to produce some remarkable products. 

post #23 of 90

Don't compare Craig to Scott—it’s in poor taste. Besides, to truly succeed as a presenter, Craig doesn’t need to do better than Scott; he needs to do better than Steve. This Steve:

 

 

http://www.youtube.com/watch?v=8To-6VIJZRE

 

 

http://youtu.be/e8M6S8EKbnU


Edited by MacManFelix - 6/11/13 at 10:09pm
post #24 of 90
Quote:
Originally Posted by Richard Getz View Post

Many digs against Forstall were made and the whole atmosphere was light and enjoyable. I like the new personal side of Apple. 

Many digs at skeuomorphism (hopefully I spelled it right lol) was made. I do not think Craig had any intentions of making digs at Forstall.  Love him or hate him, Forstall is a brilliant engineer.  And yes, kudos to Craig, he was on fire yesterday. Almost made me forget about SJ.

post #25 of 90

Yeah, I thought that he did a pretty good job.

 

Overall, I thought that it was a very successful keynote. I would say that this keynote was very important, because it finally put a few myths to rest.

 

First, it totally destroyed and demolished the stupid lie and oft repeated claim made by incredibly dumb people that Apple was somehow going to abandon the Mac Pro line. These ignoramuses who clearly know nothing about Apple can now kindly STFU since we now know the answer to that question, thank you very much.

 

And second, a few people and certain analysts have been wondering and questioning whether Apple still had it in them to be innovative, post-Jobs. That's really a dumb question to be asking, because even though Steve Jobs was obviously very important to Apple, the entire company is still in place, with the same people that were behind all of Apple's previous products. Of course Apple still has it in them. Seriously, what are you a Fandroid or something? 

 

The preview of the radical, new Mac Pro sure proved those imbeciles wrong. And, AFAIK, there were no leaks or pictures at all about the Mac Pro beforehand, which was refreshing for a change! I'm also glad that it's not going to be assembled somewhere in Asia. The Mac Pro, which is a premium product is precisely the type of product that Apple will be able to assemble in the USA.

 

The new Mac Pro is killer, and it proved that we can still expect radical, new designs, innovative changes and breakthrough products from Apple. No, you silly baboon, Apple is not just going to continue and refresh the same products over and over again. Apple has a lot more in store up it's sleeves. Every once in a while, Apple will release totally new products and designs that just blows everything else out of the water, and the new Mac Pro is a good example of that.

 

And finally, on the software side, iOS 7 is looking great! There are a lot of great things coming out this year to look forward to, both on the hardware front and the software front. I'd say that this was a pretty strong keynote.

post #26 of 90
Quote:
Originally Posted by Richard Getz View Post

 

Forstall is an ass and all about himself. Craig actually seems humble to work with such a great team. You can sense a new mindset at Apple, and this new spirit is going to energize the teams to produce some remarkable products. 

This I don't disagree but I and the other poster are talking about presentation skill and I think Forstall was as good as Craig.

post #27 of 90
Quote:
Originally Posted by matrix07 View Post

This I don't disagree but I and the other poster are talking about presentation skill and I think Forstall was as good as Craig.

I disagree; Craig was in a class of his own. He worked the crowd, got the information across, threw in a gag about his hair. It was a great segment.

Tim came across as the Numbers Guy, which is okay; I wouldn't want to see him demoing a product.

Well done to the Anki boys for a calm recovery on the most important day of their working lives.
post #28 of 90
Quote:
Originally Posted by Rayz View Post

Craig was in a class of his own. He worked the crowd, got the information across, threw in a gag about his hair.

He always does this. Check out his other presentations through iTunes U. Good fun.
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post #29 of 90
I noticed a few obvious errors/gaffs, but he did a great job overall. His occasional lighthearted interactions with the audience really worked well in context.

I don't know how hard he had to work to make it seem natural, but he impressed me. More than a few times he interacted with Jony Ive (who was sitting in the front row) and that was pretty cool to see. They clearly enjoy working together.

The team is really rising to the task, in my view. I'm glad to think the future is bright. "Can't innovate anymore, my ass!" Classic! 1biggrin.gif
Edited by tribalogical - 6/11/13 at 10:56pm
post #30 of 90
Try looking back at WWDC 2012 when Forstall took over the stage from Craig. Its kinda arrogant.

Good Work Craig!
post #31 of 90
I have always liked Federighi, thought that he was good at presenting
& holding peoples attention.

I also liked Bertrand Serlert he was quirky & that famous quote
"Redmond start your copiers".

Not so much "My Ass" but funny.
post #32 of 90
Quote:
Originally Posted by MacManFelix View Post

 

Drinking game idea:

 

1) Take a drink every time you read about Apple Maps portrayed in a negative light

 

2) Take two drinks every time you read about Apple Maps in a story where it’s barely relevant

 

3) Take three drinks every time you read about Apple Maps in a story in which no one can justify or even figure out why it was even brought up

 

4) If a player can find anything positive (or even objective) written about Apple Maps, everyone else in the game must drink until they die of alcohol poisoning

 

If you really want to endanger your life, try this game whenever Tim says "incredible" or "phenomenal".

 

1wink.gif

post #33 of 90
Quote:
Originally Posted by MacManFelix View Post

Don't compare Craig to Scott—it’s in poor taste. Besides, to truly succeed as a presenter, Craig doesn’t need to do better than Scott; he needs to do better than Steve. This Steve:

 

 

http://www.youtube.com/watch?v=8To-6VIJZRE

 

 

http://youtu.be/e8M6S8EKbnU

 

I know these clips are amusing but I couldn't get to the end.

 

I just couldn't.

post #34 of 90
Hey Federighi, If (when) you read this: Congrats man and Great Work.
post #35 of 90
Quote:
Originally Posted by IQatEdo View Post

Craig was outgoing, affable and conveyed confidence. Great presentation, we'll see him more often I believe.

Yeah, I think there was something about the whole keynote that was oozing of a new relaxed bunch. Also watching Tim was really nice. He has picked up some speed and seemed at ease, responding to the guy shouting "I love you" and stuff. It was nice. I like the new Apple.

Forstall though... I miss him a little. He had some of that intense fire that Steve had. I don't see that kind of fire in any of these guys. It's ok I guess.. but still.. I think there must be room for those kind of guys even if they're bastards...
post #36 of 90

Overall I thought all the presenters were a bit more relaxed and polished this year. It was a fun show from end to end. (though I am wistful about no more "one thing more."

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post #37 of 90
Quote:
Originally Posted by palegolas View Post


Yeah, I think there was something about the whole keynote that was oozing of a new relaxed bunch. Also watching Tim was really nice. He has picked up some speed and seemed at ease, responding to the guy shouting "I love you" and stuff. It was nice. I like the new Apple.

Forstall though... I miss him a little. He had some of that intense fire that Steve had. I don't see that kind of fire in any of these guys. It's ok I guess.. but still.. I think there must be room for those kind of guys even if they're bastards...

Yes, I agree with all of this. Scott is doubtless a very talented engineer. I hope that, even as Nebuchadnezzer, a king no less, endured time in the wilderness, that Scott finds success in a place equally challenging. :)


Edited by IQatEdo - 6/12/13 at 5:33am
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post #38 of 90

I think he kicked ass, he really did an awesome job.
i was reading comments on youtube (big mistake) even the android extremists couldn't say a bad thing about his presentation. 

post #39 of 90
He was the best by a large margin. With all due reservations, it reminds me of the late Steve Jobs on the stage. A truly showman. Kudos to him!
post #40 of 90
I believed I first saw him at WWDC 2011. He's just doing demo while Phil Schiller gave out the whole OS X presentation. Despite the 10 minutes 'screen time' he's got, Craig delivered a clear and funny demo working around with audience interaction which was warmly welcome (I'm not going into Scott Forstall's 40 minutes iOS presentation!!!).

Fast forward to 2013...what a great show - with the 'hair product' and 'OS X Sea Lion'!! Clearly, he's breathing a new life into the Keynote. Love to see him more for the future events.

That being said, the classic for that morning still belongs to Phil's "Can't innovate anymore my ass!!" It's awesome!!
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