Apple Opts Out of John Gruber’s Talk Show Live at WWDC

This is significant. Apple — under fire from many directions — is opting out of having executives participating in a now decade-long tradition on John Gruber’s The Talk Show Live podcast. Gruber made the announcement on his blog, Daring Fireball. 

On the one hand, given the number of fires the folks at Cupertino are fighting at the moment, it’s easy to say you can’t fault the decision. To my way of thinking though, that’s an injured hand you’re afraid to show. If it were my decision — and granted I certainly do not know what the folks at Apple know — I’d use the other hand, with a whip in it.

Here’s why.

There’s nothing that each of the audiences Apple plays to at WWDC aren’t aware of. Who are those audiences? There are the fans, the developers, the media, and Wall Street. Like it or not each of those audiences already have enough awareness of Apple’s problems delivering Apple Intelligence, tariff battles, developer relations, and court and regulatory actions. They each come in with their own set of expectations and agendas.

I would also suggest that those paying attention at WWDC — and who have read Patrick McGee’s new book Apple in China — will be approaching whatever Apple announces this year and going forward in a new context. That book not only alters the Apple narratives; in my opinion, it forces a reset.

Already I’ve seen several in the community respond to the news that Apple is forgoing an opportunity to put on a human face and connect in the midst of all that’s going on.  Here’s Marco Arment and Parker Ortolani to link to two.

These Talk Show Live events have indeed been a welcome side show — an opportunity to catch a glimpse of a bit of the humanity behind the corporate front. By and large I think the history of the Gruber’s event has been a net positive. Think of it like seeing the filmmakers on stage after a screening. To a certain degree I also think those days are over with the current leadership.

In this moment of high stakes on so many fronts, Apple has obviously calculated that not putting its executives in the relatively warm seat  — no offense to Gruber, but the past questions and follow up have usually not been too tough — is the better bet than attempting to meet things head on.

Again, I’d argue for the head-on approach. If you ignore what your audience is already thinking you essentially ignore (and further offend) them. If ever there was a crowd that might be receptive to some honesty (admittedly PR-coached,) Gruber’s forum would be the place to find it. Does Apple need to issue some mea culpas? Maybe, maybe not. But even well coached honesty in a discussion can go a long way to creating good will. If you ask me, Apple needs more than a little of that presently.

In my professional life I’ve faced some high-stakes presentations. None on this level certainly. I may have been working to save a theatre or two, but my success or failure never had a large piece of the world’s economy depending on it. Still, the minute stakeholders assemble for such an event you only have several choices. Distract. Deny. Or be honest.

WWDC is going to happen. Arms among the audiences will be crossed, waiting for answers and clues. Apple will certainly have enough well-packaged announcements to distract at WWDC. They can’t deny their way out of the problems they brought on themselves. Being honest, however, can’t cause any more damage than has already been done.

I certainly wouldn’t want to be involved in the planning or presenting of this year’s WWDC event — even if it is pre-taped and packaged within an inch of its life. Apple has made its choice for The Talk Show Live. While the big packaged show always takes precedence, this year seems very ripe for a side show that clears the air a bit. As Parker Ortolani says, not having that will speak volumes. It is already a very loud signal about how things might play out going forward.

You can find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above.