This post was going to be part of my new book, Tim Cook: The Genius Who Took Apple to the Next Level, but was cut for length or continuity. Over the next week or so, we will be publishing several more sections that were cut, focusing mostly on geeky details of Apple’s manufacturing operations.

Apple is a functional organization. It’s not organized along business lines, split into divisions like the iPhone division, the Mac division and the Apple TV division, the way, say a company like Ford has the Lincoln division for its luxury cars, a trucks division, a parts division and so on.

Instead, Apple is organized around functions: design, hardware, software, internet services. In this way, Apple operates like the biggest functional organization on the planet: the military.

Monday’s “show time” event might not have been Apple’s greatest keynote in living memory, but it did give us one thing we can all agree on. That’s the undisputed awesomeness of Apple’s director of design for applications Wyatt Mitchell’s white boiler suit.

A sartorial choice that steals the show from names like Steven Spielberg and Oprah isn’t easy to do. And yet thats exactly what Mitchell’s wardrobe decision managed. And now a long-time Apple fan has immortalized it in the medium of song. Check it out.

Apple CEO Tim Cook is very upbeat about where his company is going. He told investors today that upcoming Apple products will “blow you away.”

Cook also indicated that Apple’s magic pipeline isn’t just brining more of the same. Cupertino is branching out.

An accessory maker shared a picture of something many people would love: a clip-on iPad Pro keyboard with a trackpad. Sadly, Brydge’s concept device just isn’t possible because iOS doesn’t support external pointing devices.

At least, that’s true for now. But mouse/trackpad support is a often-requested feature, and there’s reason to think Apple is at least considering it.

UPDATE: Turns out Apple was considering it, and mouse/trackpad support is built into iPadOS 13. Learn how to use a mouse with your iPad.

Apple finally gave its Mac and iPad Pro lineups some much-needed love today during its big ‘There’s More in the Making’ event in New York.

Tim Cook and company brought out some new faces to introduce some gorgeous new products for the company’s last event of the year. Even though we already had a solid idea of what to expect, the company still managed to throw in some surprises and blow away our expectations.

These are the biggest takeaways from the More in the Making keynote:

After waiting years, Apple is reportedly given up on using some of Intel’s long-delayed processors in the budget MacBook expected this fall. Instead, the device will include chips that debuted last year.

Problems like this could be one of the reasons Apple is supposedly going to move macOS onto its own ARM-based processors and away from Intel.

Tom Gruber, the last Siri co-founder to have been employed at Apple, has left the company. Gruber was previously head of Siri’s Advanced Development group, but has now retired to focus on his interests in photography and ocean conservation.

His fellow Siri co-creators Dag Kittlaus and Adam Cheyer left Apple a long time ago. They created Siri as an independent app before selling it to Apple in 2010.

It may not have been action-packed, but this week’s WWDC was bursting with great stuff. Don’t miss our WWDC 2018 reactions on this week’s episode of The CultCast. Then stick around for our list of all the best new iOS 12, watchOS, and macOS features announced at the keynote.

Our thanks to Casper for supporting this episode. Learn why Casper makes the internet’s favorite mattress, and get $50 toward select mattresses at casper.com/cultcast.

In the battle of digital voice assistants, people often mock Siri for lagging behind competing products from Amazon and Google. During Monday’s WWDC 2018 keynote, Craig Federighi, Apple’s senior vice president of software engineering, glossed over those failings, calling Siri the “world’s most-used digital assistant.”

What he neglected to mention was the increasing frustration of Siri users expecting more from a voice assistant. From simple requests returning inaccurate results to the inability to performthat he compound actions, Siri was in desperate need of attention going into WWDC. But will the Siri upgrades in iOS 12 do the trick?

Apple put on a good show for its WWDC keynote, but realistically it was a lot of hype without much substance. Dark Mode for macOS Mojave and Memojis for iOS 12 was about as exciting as it got. And you know what, that’s a good thing.

Both these operating systems have serious problems, and it’s far more important for Apple to spend a few months fixing them than adding new bells and whistles.