When ads first appeared in the App Store in early iOS betas, many inside were very upset. It was an insult to our customers. We pushed back strongly. After a meeting where management pretended to listen to our concerns, it was evident they had no intention of changing their mind.
I’m glad to see apple getting raked for ads in the OS. They are disgusting and shameful. I hope they will realize how offensive these are, but realistically I doubt it.
This was the strongest pushback effort I’ve seen in my time at Apple. It was also doomed because Tim Cook saw the money Facebook, Google, and others were making from ads for apps and decided that he wants a portion of that.
To me ads in iOS are particularly offensive because I took pride in making products that served the customer. Ads turn “customers” into “users” to be monetized for the real customers, the ad buyers. They fundamentally compromise the integrity of the product.

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More from @stuntpants

Aug 10, 2021
Yesterday I found out this patent was granted. Apple told me they weren’t going to file it. My first hardware patent.

patents.google.com/patent/US98176…
Since patent legalese is indecipherable, the short version is that this proposes treating vector registers as a cache with a programmable backing store. The intention was to avoid or hide the latency of pushing and popping vector registers during context changes.
Background is that arm64 has 32 128bit vector registers (512 bytes) that are stored on kernel entry. This is expensive and takes a significant amount of the time for handling exceptions.
Read 5 tweets
Jan 5, 2021
The premise here is wrong. arm64 is the Apple ISA, it was designed to enable Apple’s microarchitecture plans. There’s a reason Apple’s first 64 bit core (Cyclone) was years ahead of everyone else, and it isn’t just caches.
Arm64 didn’t appear out of nowhere, Apple contracted ARM to design a new ISA for its purposes. When Apple began selling iPhones containing arm64 chips, ARM hadn’t even finished their own core design to license to others.
ARM designed a standard that serves its clients and gets feedback from them on ISA evolution. In 2010 few cared about a 64-bit ARM core. Samsung & Qualcomm, the biggest mobile vendors, were certainly caught unaware by it when Apple shipped in 2013.
Read 4 tweets

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