TweetFollow Us on Twitter

Apr 96 Crabbs Apple
Volume Number:12
Issue Number:4
Column Tag:Crabb’s Apple

Developers Finally Get a Break

By Don Crabb

The last few months have been tough ones for the Mac developer community. As I am writing this, (1) Sun has made a bid to merge with Apple via a stock swap (a good thing, I hope it’s happened by now), (2) Apple has been pronounced dead by the know-nothing general press (if you ever thought BusinessWEEK would get a clue, you can forget it once and for all), (3) more than a thousand Apple employees have been let go (and while many needed letting go, badly, many were tight with developers), and (4) Apple lost its acting VP of Developer Relations, Shirley Stas.

But the good news for us is that Shirley was replaced by Heidi Roizen, a name well known to the savvy developers out there, and as good a bit of news as we’ve had from the mother ship since Guy the K. was named Apple Fellow and Developer Evangelist last June. By now, Heidi’s tenure as the Vice President for Developer Relations should be well under way.

Heidi’s philosophy, often practiced while the president of T/Maker, was that companies and individuals ought to help others in our industry and make as many friends as possible, especially when it can be done without compromising your beliefs. Heidi’s always believed that you should sow “good” seeds in every corner, because they’ll often sprout later, just when you could use the return favor.

The one negative from all this is that Shirley Stas, who’d been the acting VP for many months and who had done an excellent job, is now out of that job. Although she was not acknowledged by Apple in the press release for Heidi (and shame on Apple for this slight), Shirley has busted her hump to get DevRel back on track and reorganized following last June’s changes. I’m not sure what future role Shirley will have at Apple, but if Apple has a brain in its corporate head it will find the right place for her in the organization. Shirley’s not flashy, but she did right by developers and she should be rewarded for that.

All Heidi, All the Time

Heidi Roizen should not be a new name to you. But in case it is, let’s give her record the once-over. She co-founded and ran T/Maker Company, one of the first Mac software developers (back when development was done in Object Pascal on a Lisa! - and we complain about our development environments today...). T/Maker shipped its first Macintosh title in February, 1984, within a few weeks of the first Mac’s ship date.

Besides running and eventually selling T/Maker, Heidi also has been the president and a board member of the Software Publishers Association, as well as a someone influential within the software marketing community. In short, Heidi understands both developer issues (she’s been there) and marketing issues (ditto). Since Developer Relations now includes all of the developer arms - Evangelism, Developer Support, Developer Marketing, Developer Press, Developer University, and International Developer Relations - Heidi’s got a reasonable organization to build from. And building is what she must do.

Developer-Driven Excellence

Although Developer Relations cannot fix all the marketing and technical problems that Apple has suffered the last two years, it’s now poised to be what it should have always been - the key organization in the company. Apple has tried being a marketing driven company and bombed. It has tried being a technically driven company and bombed. Perhaps it’s time Apple tries being a developer-driven company? Ultimately, it’s Apple developers (for MacOS and whatever comes after it) who will put the company back into the good graces of customers and help dispell the doom-and-gloom “analyses” of the general press.

But for Apple to become developer-driven, it’s going to have to trust us more than it’s ever been willing to. It’s got to get us on board much faster when it comes to new technologies. We should have been pre-alpha testing Copland, for example, in large numbers, and with our input really being parsed, instead of waiting for our DR1s to dribble in only to the biggest developers.

Apple needs to start using us as a resource, not as a revenue source. Apple needs to develop the right mechanisms by which we can be made part of the extended internal developer teams for all key Apple technologies. I can imagine what might have happened with important Apple technologies, like AppleScript and PowerTalk, if only the right developers had been brought onto the teams with real authority.

Had AppleScript, for example, been developed and marketed with the likes of Cal Simone (of Main Event Software and its Scripter) on the team, and with real access to the product marketeers, we wouldn’t be wondering today why Apple had squandered its lead in user scripting. Or why we have to wait for Copland before we get a native version of AppleScript. You can go down the list of Apple core technologies over the past several years and make similar cases.

Heidi is ideally positioned to address issues like this. Coming to Apple as an influential outsider, she sees the benefit of having other influential outsiders (who also bleed six colors) as part of Apple’s extended family. And with her outside track record she should have the clout to get a good hearing for these sorts of developer partnerships from Dave Nagel.

Battles and Wars

But we won’t win all of what we want, and while Heidi will get Apple to open up and embrace us earlier and more often, we’ll have to pick and choose our top needs, some of which I’ve listed here for Heidi’s perusal:

• Make entry-level developer support free, to encourage more Generation-Xers to develop on the Mac.

• Lower the prices for all other developer support levels and increase each level’s exposure to Apple engineers.

• Cut the price of developer tools to the bone. Sell ’em for cost if necessary.

• Work with MetroWerks and your other tool vendors to help develop tools for differentiating our common code base products across platforms (MacOS, Newton OS, Pippin OS, etc.).

• Partner with your MacOS cloners to provide entry to the Apple developers program through them.

• Start now on the next generation of developer tools that will be operational in ten years.

And this list just scratches the surface of what Developer Relations under Heidi Roizen should be able to provide us. A good test for how much we can expect and how fast (and how much of the old Apple corporatespeak we’ll have to endure) will come in a month at WWDC ’96. See ya there.

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

TinkerTool 5.4 - Expanded preference set...
TinkerTool is an application that gives you access to additional preference settings Apple has built into Mac OS X. This allows to activate hidden features in the operating system and in some of the... Read more
Tinderbox 6.3.1 - Store and organize you...
Tinderbox is a personal content management assistant. It stores your notes, ideas, and plans. It can help you organize and understand them. And Tinderbox helps you share ideas through Web journals... Read more
Parallels Desktop 10.2.2 - Run Windows a...
Parallels Desktop is simply the world's bestselling, top-rated, and most trusted solution for running Windows applications on your Mac. With Parallels Desktop for Mac, you can seamlessly run both... Read more
Adobe Premiere Pro CC 2015 9.0.1 - Digit...
Premiere Pro CC 2015 is available as part of Adobe Creative Cloud for as little as $19.99/month (or $9.99/month if you're a previous Premiere Pro customer). Premiere Pro CS6 is still available for... Read more
Adobe After Effects CC 2015 13.5.1 - Cre...
After Effects CC 2015 is available as part of Adobe Creative Cloud for as little as $19.99/month (or $9.99/month if you're a previous After Effects customer). After Effects CS6 is still available... Read more
Adobe Creative Cloud 2.2.0.129 - Access...
Adobe Creative Cloud costs $49.99/month (or less if you're a previous Creative Suite customer). Creative Suite 6 is still available for purchase (without a monthly plan) if you prefer. Introducing... Read more
Tower 2.2.3 - Version control with Git m...
Tower is a powerful Git client for OS X that makes using Git easy and more efficient. Users benefit from its elegant and comprehensive interface and a feature set that lets them enjoy the full power... Read more
Apple Java 2015-001 - For OS X 10.7, 10....
Apple Java for OS X 2015-001 installs the legacy Java 6 runtime for OS X 10.11 El Capitan, OS X 10.10 Yosemite, OS X 10.9 Mavericks, OS X 10.8 Mountain Lion, and OS X 10.7 Lion. This package is... Read more
Adobe Muse CC 2015 2015.0.1 - Design and...
Muse CC 2015 is available as part of Adobe Creative Cloud for as little as $14.99/month (or $9.99/month if you're a previous Muse customer). Muse CS6 is still available for purchase (without a... Read more
Adobe Illustrator CC 2015 19.1.0 - Profe...
Illustrator CC 2015 is available as part of Adobe Creative Cloud for as little as $19.99/month (or $9.99/month if you're a previous Illustrator customer). Illustrator CS6 is still available for... Read more

Tap Delay (Music)
Tap Delay 1.0.0 Device: iOS Universal Category: Music Price: $4.99, Version: 1.0.0 (iTunes) Description: Back in the “old days”, producers and engineers created delay and echo effects using tape machines. Tap Delay combines the warm... | Read more »
This Week at 148Apps: July 20-24, 2015
July is Heating Up With 148Apps How do you know what apps are worth your time and money? Just look to the review team at 148Apps. We sort through the chaos and find the apps you're looking for. The ones we love become Editor’s Choice, standing out... | Read more »
Red Game Without A Great Name (Games)
Red Game Without A Great Name 1.0.3 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.3 (iTunes) Description: The mechanical bird is flying through an unfriendly, Steampunk world. Help it avoid obstacles and deadly... | Read more »
Warhammer: Arcane Magic (Games)
Warhammer: Arcane Magic 1.0.2 Device: iOS Universal Category: Games Price: $9.99, Version: 1.0.2 (iTunes) Description: Engage in epic battles and tactical gameplay that challenge both novice and veteran in Warhammer: Arcane Magic, a... | Read more »
Mazes of Karradash (Games)
Mazes of Karradash 1.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0 (iTunes) Description: The city of Karradash is under attack: the monsters of the Shadow Realms are emerging from the depths.No adventurer is... | Read more »
Battle Golf is the Newest Game from the...
Wrassling was a pretty weird - and equally great - little wressling game. Now the developers, Folmer Kelly and Colin Lane, have turned their attention to a different sport: golfing. This is gonna be weird. [Read more] | Read more »
Qbert Rebooted has the App Store Going...
The weird little orange... whatever... is back, mostly thanks to that movie which shall remain nameless (you know the one). But anyway it's been "rebooted" and now you can play the fancy-looking Qbert Rebooted on iOS devices. [Read more] | Read more »
Giant Monsters Run Amok in The Sandbox...
So The Sandbox has just hit version number 1.99987 (seriously), and it's added a lot more stuff. Just like every other update, really. [Read more] | Read more »
Fish Pond Park (Games)
Fish Pond Park 1.0.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.0 (iTunes) Description: Nurture an idyllic slice of tourist's heaven into the top nature spot of the nation, furnishing it with a variety of... | Read more »
Look after Baby Buddy on your Apple Watc...
Parigami Gold is the new premium version of the match three puzzler that includes Apple Watch support and all new content. You won't simply be sliding tiles around on your wrist, the Apple Watch companion app is an all new mini-game in itself. You'... | Read more »

Price Scanner via MacPrices.net

Sale! 13″ 1.6GHz/256GB MacBook Air for $1099,...
B&H Photo has the 13″ 1.6GHz/256GB MacBook Air on sale for $1099 including free shipping plus NY tax only. Their price is $100 off MSRP, and it’s the lowest price available for this model. Read more
iPad mini 4 To Be Upgraded To iPad Air 2 Spec...
There’s a certain inevitability about making Apple product predictions this time of year. Come September, we can pretty reliably count on the release of refreshed iPhones, along with the iOS 9... Read more
Apple restocks refurbished Mac minis for up t...
The Apple Store has restocked Apple Certified Refurbished 2014 Mac minis, with models available starting at $419. Apple’s one-year warranty is included with each mini, and shipping is free: - 1.4GHz... Read more
13-inch 2.5GHz MacBook Pro on sale for $899,...
Best Buy has the 13″ 2.5GHz MacBook Pro available for $899.99 on their online store. Choose free shipping or free instant local store pickup (if available). Their price is $200 off MSRP. Price is... Read more
21-inch 2.9GHz iMac on sale for $1299, save $...
Best Buy has the 21″ 2.9GHz iMac on sale today for $1299.99 on their online store. Choose free shipping or free local store pickup (if available). Their price is $200 off MSRP, and it’s the lowest... Read more
Free Image Sizer 1.3 for iOS Offers Photo Edi...
Xi’An, China based G-Power has announced the release of Image Sizer 1.3 for the iPhone, iPad, and iPod touch, an important update to their free photo editing app. Image Sizer’s collection of easy to... Read more
Sale! 13″ 1.6GHz/128GB MacBook Air for $899,...
B&H Photo has the 13″ 1.6GHz/128GB MacBook Air on sale for $899 including free shipping plus NY tax only. Their price is $100 off MSRP, and it’s the lowest price available for this model. Read more
13-inch Retina MacBook Pros on sale for $100...
Best Buy has 13-inch Retina MacBook Pros on sale for $100 off MSRP on their online store. Choose free shipping or free local store pickup (if available). Prices are for online orders only, in-store... Read more
Will BMW’s i3 Electric Vehicle Be The Automo...
The German-language business journal Manager Magazin’s Michael Freitag reports that Apple and the German performance/luxury automaker Bayerishe Motoren Werke (BMW) are back at far-reaching... Read more
Sale! $250 off 15-inch Retina MacBook Pro, $2...
B&H Photo has lowered their price for the 15″ 2.2GHz Retina MacBook Pro to $1749, or $250 off MSRP. Shipping is free, and B&H charges NY sales tax only. They have the 27″ 3.3GHz 5K iMac on... Read more

Jobs Board

*Apple* Retail - Multiple Positions (US) - A...
Job Description: Sales. Specialist - Retail Customer Service and Sales. Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
*Apple* Customer Experience (ACE) Leader - A...
…management to deliver on business objectives Training partner store staff on Apple products, services, and merchandising guidelines Coaching partner store staff on Read more
Project Manager - *Apple* Pay Security - Ap...
**Job Summary** The Apple Pay Security team is seeking a highly organized, results-driven Project Manager to drive the development of Apple Pay Security. If you are Read more
*Apple* TV Product Design Internship (Spring...
…the mechanical design effort associated with creating world-class products with the Apple TV PD Group. Responsibilities will include working closely with manufacturing, Read more
*Apple* Watch SW Application Project Manager...
**Job Summary** The Apple Watch software team is looking for an Application Engineering Project Manager to work on new projects for Apple . The successful candidate Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.