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`3:52:16`

So if you wanna give discounts or refunds or whatever, it's complete hell. If you want to easily support multi-platform that's complete hell if someone signs up for HEY on their iPhone and they wanna switch to Android. But that billing relationship, it's tied to Apple, it's complete hell. For a million…

`3:53:21`

such noise that they will regret it. And that's exactly what then happened. We were blessed by the fact that we launched HEY one week before the WWDC, their Worldwide Developer Conference. Where Apple loves to get up on stage and harp on how much they do for developers, how much they love them and why…

`3:54:21`

but we had to build some bullshit dummy account such that the app did something when you downloaded it. That was a rule that Phil Schiller seemingly made up on the fly when pressed for the fifth time by the media about why we couldn't be in the app store when a million other companion apps…

`3:55:24`

Tim recently revealed that it has cost well over a hundred million dollars in legal fees to carry on this battle against Apple. We, for a hot moment, considered suing Apple when they were threatening to kick us out. We shopped the case around with a few law firms and perhaps of course they would tell us…

`3:56:25`

no board would've signed off on this lawsuit to a professional CEO, no freaking way. So the fact that they've been able to beat Apple in also the most hilarious way possible, I think it's just incredible. 'Cause remember their first victory in the case was actually not much of a victory. There were…

`3:57:26`

that the rule of law in the US now is that you can launch an app in the app store. And you don't have to use in-app payment, but you can have a direct billing relationship with a customer if you just link out to the open internet when you take the credit card and…

`3:58:27`

to this day sort of the unreasonableness of principles. Yes, that's what I love. I think sometimes maybe even with founders you can get worn down. It's a large company. There's a lot of smart, quote, unquote, people around you lawyers and just whispering your ear over time and you're like, well just…

`3:59:29`

after 25 years would come to an end because Apple would burn us down or I would burn the business down over this fight with Apple. But I think you also need that level of conviction to be able to even drive the day-to-day decisions. One of the other Apple examples, and I know we…

`4:00:31`

you can dilute yourself into thinking that you can dictate all terms at all times and there are no long term consequences. Apple is learning finally, the fact that there are long-term consequences and that developers actually are important to Apple's business. And the relationship is not entirely one sided. We don't owe our…

`4:01:31`

that I created in the most unreasonable way possible? Couldn't we have found a better way to do this? I think they're going to get forced to do a better way. But did you also have to go through the indignity of having a criminal contempt charge against you getting referred to prosecution? It just…

`4:02:33`

So like Apple is a truly special company. We mentioned Amazon, there is no company like Apple. — I agree, this is why the disappointment is all greater. Because we had such high aspirations and expectations to Apple that they were the shining city on the hill and they were guiding the industry in a million positive ways…

`4:03:34`

So they have to wash that off first I think before they find their wear back. But Apple's been in a mirage before, I mean Wozniak and Steve Jobs started this thing in the garage, has great success with the Apple II. He hands the company over to a sugar drink salesman who tanks the company…

`4:04:35`

or something like that, right? So you can get diluted into thinking that something is forever when you're in the moment. And they seem so large. Apple could absolutely stumble and I think they have more reason to stumble now than ever. They're behind on AI, terribly behind. Their software quality is faltering in a…

`4:05:36`

but also by the fact that Apple is run by old people. Apple's board has an average age of, I think, 75. Their entire executive team is above 60. Now that sounds horribly ageist. And in some ways, it a little bit is. In the same way, I'm ageist against myself. Like I'm 45…

`4:06:38`

It took meeting the right woman and letting her convince me That this was the right idea before we even got started. I didn't have starting my own family on the list of priorities in my late 20s or even early 30s. It was really the impetus of meeting my wife Jamie and her telling me…

`4:07:40`

that always felt like a very fuzzy abstract idea that sure, someday, maybe. And then it became very concrete because I met a woman who knew what she wanted. And looking back on it now, it almost seems crazy. Like there's this fork in the road of reality. Where if that hadn't happened and I…

`4:08:42`

ending up with my three boys have been just a transformative experience in the sense that here's something that turned out to be the most important thing. And it was an open secret. Not even an open secret. It was an open truth through all of history. You listen to anyone who's ever had children…

`4:09:42`

And now that I am in this situation and just the sheer joy on a daily basis where you think your level of life satisfaction is on a scale of one to 10, and then the satisfaction of seeing your children understand something, accomplish something, learn something, do something, just be. Just goes like, oh my god…

`4:10:46`

And I've often talked about joys of having kids and just seeing your own DNA, which is remarkable to me because literally that's been the pursuit of humans since the dawn of time. I am here today because whatever, 30,000 years ago, some Neanderthal had the same realization that I should procreate and I…

`4:11:47`

was just taken for granted. We're in this grand experiment of what happens if we just remove a bunch of institutions? What happens if we no longer value marriage as a something to aspire to? What happened if parenthood is now seen in some camps? It's almost something like weird or against your own self…