The Slice-n-Stand is designed to keep leftover cakes slides standing upright during transport, delivery, and storage. The stand fits into a standard cake storage container to provide support to the leftover slices of cake. The stand is designed to prevent the cake slices from slipping, sliding, and tipping. The “L” shaped stand includes an adjustable “hinge” which can accommodate different sizes of cake slices. The hinge locks into place to keep the cake slices stable. Additional hinges can be added to provide support for multiple and varied slices of cake. When the party is done and the guests are headed home, there always seems to be leftover cake. Usually you might wrap the slices in plastic wrap, but that makes a mess and the icing sticks to the plastic. Or, you might use storage containers, but usually this means stacking the slices on top of each other, crushing the cake, and results in the need for cleaning more dishes and storage containers. The Slice-n-Stand keeps leftover cake slices upright and prevents the cake from slipping, sliding, and tipping. No additional storage containers or plastic wrap is needed to keep the cake fresh and in tact. The Slice-n-Stand is designed to fit into a standard cake storage container, so after the party, you can just slide the Stand underneath the leftover cake and keep it safe and in tact while you return home or store the leftovers for later. If you want to keep a small portion of cake, the Slice-n-Stand adjusts to accommodate these slices using a specialized ‘hinge’. The hinge locks into place to provide additional support.
Listen to her pitch on My Cool Invention click here
Barbi Honeycutt made it on this show. She is one of the inventors from my UMI Inventors Meetup Group and one of my clients. She got a 94% Thumbs up from the listening audience. She has more views and shares of her show as shown on Facebook then any other for her week and for the month of January.Thanks for your support.
Welcome to TIME’s annual round-up of the best inventions making the world better, smarter and—in some cases—a little more fun.
The ‘Hoverboard’ Scooter
Developed by multiple brands Prices varyPart Segway, part skateboard, the self-balancing scooter—generally known as a hoverboard, even though it doesn’t actually hover—is easily the year’s most viral product, drawing fans like Justin Bieber, Jimmy Fallon and Kendall Jenner. Once someone hops on, the device uses a pair of electric gyroscopes (one under each pad) to balance automatically, allowing users to speed forward, backward and around by slightly shifting their body weight. That enables all kinds of fun stunts, ranging from hallway races to motorized dance routines. Maxx Yellin, co-founder of PhunkeeDuck, one of more than 20 companies making versions of the device, sees larger implications. “It could evolve as a new form of transportation for cities and colleges,” Yellin says (though British authorities recently caused a stir by outlawing their use on public sidewalks and streets). But convenience comes at a cost: prices range from $350 to $1,700, depending on the brand and its features.
The Underground Park
The Lowline Lab Developed by Dan Barasch and James Ramsey“It’s not like any park you’ve ever seen before,” says Dan Barasch of the Lowline, an abandoned trolley terminal in New York City’s Lower East Side that he and architect James Ramsey are trying to turn into an acre of lush green space, replete with flowering plants and areas to relax in the sun. The key: a “remote skylight” dish system that captures sunlight from surrounding rooftops and funnels it underground via fiber-optic cable; once there, it’s beamed out via reflective dome, enabling plants to grow. To prove the technology works, Barasch and Ramsey opened the Lowline Lab; it’s a prototype version of the final park, which is still several approvals—and $70 million in funding—away from completion. But Barasch, who attracted more than 3,300 backers on Kickstarter, is undeterred. Even forgotten places, he says, can still be used “for public good.” —Julie Shapiro
6SensorLabs’ Nima / $199 Available for preorder atNimaSensor.comFor the millions of Americans with celiac disease or gluten sensitivity, eating out is often anxiety-ridden—any menu item might contain traces of the protein, which is off-limits. The Nima sensor, which starts shipping early next year, would work to put their minds at ease by allowing them to test any kind of food or drink in as little as two minutes. After a sample is dropped into the well of the device, a proprietary antibody (loaded in a disposable cartridge) mines it for traces of gluten. If they exist, a frowning face lights up; if not, a smile appears. “My hope is that people are going to be able to eat socially” without accidentally getting sick, says Shireen Yates, a 6SensorLabs co-founder who is gluten-sensitive. The firm also hopes to apply its technology to detect other food allergens, including peanuts and dairy. —Alice Park
Doppler Labs Here Active Listening Earbuds / $249 Waitlist open at Hereplus.meIf you’re stuck somewhere with unbearable noise, you essentially have two options: plug your ears, or leave. But what if you could isolate the most grating sound and mute it? Or just lower the volume, much as you would on a TV? That’s the promise of the Here Active Listening system, a groundbreaking set of earbuds from New York–based Doppler Labs. Unlike hearing aids, which amplify or decrease all noises at once, Here’s processor syncs with a smartphone app, so users can handpick which frequencies they want to filter. That means you could stand on a subway platform and have a normal conversation as a train screeches by, or even tune out a crying baby on a plane. “It’s augmented audio reality,” says Doppler Labs CEO Noah Kraft, who initially developed Here for musicians and concertgoers before pivoting to a general audience. The first earbuds will ship in December. —Alex Fitzpatrick
Eko Core Developed by Connor Landgraf, Jason Bellet and Tyler CrouchIf there is one aspect of medicine that’s more art than science, it’s the way doctors listen to heartbeats—trusting their fallible ears and memory to detect aberrations over time. Not so with Eko Core. Once the $199 smart adapter is attached to a stethoscope, it streams heartbeat data to the cloud so physicians can download it to a smartphone. From there, a companion app can analyze the audio and compare it to previous recordings, which may help doctors detect murmurs, heart-valve abnormalities and other conditions that “our ears are not able to,” says Dr. John Chorba, a cardiologist (and mentor to one of the inventors) who’s leading an Eko trial at the University of California, San Francisco. If the device works as planned—early signs are positive—it could not only improve overall care but also drastically reduce the need for expensive tests like echocardiograms. —Alice Park
Microsoft HoloLens Developer edition available early 2016Virtual-reality headsets, like the Oculus Rift, create escapes. Put one on, and you’re suddenly swimming with dolphins or fighting in the Battle of Waterloo.Microsoft’s HoloLens, by contrast, augments reality—overlaying holograms and data onto existing surroundings, so you’re not “confined to the virtual world,” as designer Alex Kipman puts it. Imagine gamers defending their homes from robot invaders, engineers manipulating 3-D models or surgeons following directions “on” the human body. Early tests indicate all are possible. Already the HoloLens is being used by NASA to mimic Mars’ terrain in labs and by medical students to dissect virtual bodies. —Alex Fitzpatrick
Banza Chickpea Pasta / $4+ per 8 oz. box Available at EatBanza.com“When people think of pasta, they almost always think, I ate way too much and now I feel like crap,” says Brian Rudolph. Not so with his brand, which is made from chickpeas instead of wheat. That simple switch—in a recipe perfected over 10 months of trial and error—has yielded a healthy twist on the al dente dinner. Banza, shorthand for garbanzo pasta, has double the protein and four times the fiber of traditional pasta, and far fewer carbs; it’s also gluten-free. And to those who may question how good it tastes, consider the sales. Banza launched in two U.S. stores last year; now it’s in 1,700, including Fairway markets, where it was recently the top-selling pasta of any kind (including wheat). Now Rudolph and his brother Scott plan to reinvent products like pizza and cereal. “People want to eat better,” he says. “We see Banza as a true replacement, a more filling version of the food people love.” —Mandy Oaklander
Juno Developed by FluidigmIt can take a full day to “amplify” DNA, the technical term for making millions of copies of one strain so it can be compared with many others. Juno cuts that process to just three hours, freeing scientists to concentrate on actual analysis—a shift that makes it easier to match bone-marrow donors, find cures for genetic diseases and more. The key is Fluidigm’s proprietary microchip, which can amplify samples that are 1,000 times smaller than a drop of water. And the sleek, Yves Béhar–designed aesthetic doesn’t hurt, either. “We see a lot of possibilities for clinical labs and hospitals,” says Marc Unger, a senior vice president at Fluidigm, of the $120,000 machine, which is now being used at academic and research labs. “We really want to help.” —Alexandra Sifferlin
Star Apartments Designed by Michael MaltzanFor decades, housing for the homeless has too often meant transient shelters or warehouse-like abodes. L.A.’s Star Apartments aims to buck that trend by design; it functions more like a minivillage than a single building, says Maltzan of his third collaboration with Skid Row Housing Trust, a local nonprofit. In addition to 102 prefabricated studios, which are ingeniously staggered into four terraced stories, Star Apartments offers a ground-floor medical clinic and, above that, a garden, an outdoor running track and space for classrooms. The goal, says Maltzan, is to make the residents of its 300-sq.-ft. units—who are handpicked by the county department of health services—feel “like they’re part of a dynamic and intimate community,” a strategy that can help people, especially those struggling with homelessness and substance-abuse issues, re-establish stability in their lives. —Richard Lacayo
Safety Truck Developed by Samsung and Leo BurnettEvery year, thousands of people get hurt or die in traffic accidents, in part because their visibility gets blocked by a lumbering vehicle. This is especially true in Argentina, known for its winding, narrow roads. There, however, Samsung and ad agency Leo Burnett have partnered on a creative solution: a system that relays video footage from the front of a truck to four screens on its back, giving drivers a clear view of what’s ahead. During its initial test, the Safety Truck covered some 620 miles (1,000 km) over three days without incident. Now Samsung is refining the technology and working with Argentine officials to roll it out more broadly. “We believe this will change the history of road safety,” says Sang Jik Lee, president of Samsung Electronics Argentina. —Julie Shapiro
Sproutling / $299 Available for preorder atSproutling.com“Is my baby O.K.?” That’s the question Sproutling aims to answer—in real time—with its first product. Once in place, the Fitbit-like device can track an infant’s heart rate, body temperature, position and more, and notify parents, via mobile app, if there’s cause for alarm. (Though regular check-ins are still encouraged.) Once it learns a baby’s habits, Sproutling can also offer helpful predictions, like when he or she will wake up from a nap. “We want to get more understanding of how children behave as a whole,” says CEO Chris Bruce, a father of two. “That’s the holy grail.” —Sarah Begley
Drone Port Developed by Foster + Partners and Afrotech-EPFLAs Amazon, Google and others ramp up their drone-delivery tests, one question looms large: How will their home base function? For hints, the tech titans may well look to Rwanda, where workers will soon break ground on three “drone ports,” designed to make it easier to transport food, medical supplies, electronics, spare parts and other goods through the hilly countryside, where road travel is difficult. The Rwanda project “is a relatively modest beginning,” says Norman Foster, chairman of architecture firm Foster + Partners, which is leading the first phase of construction (scheduled to be completed in 2020). But, he adds, “it could be a catalyst,” helping to solve an array of pressing health issues and creating a model for other countries looking to regulate commercial drone use. —Sarah Begley
Thinx / $24+ per pair Available at Shethinx.comFor decades, women trying to avoid leaks or stains during menstruation have mainly had to rely on disposable pads, tampons and panty liners, which can be bulky and expensive. “But can’t underwear do the same thing, better?” wondered Miki and Radha Agrawal. That’s the idea behind Thinx, a line of thongs and panties that the twin sisters—alongside co-founder Antonia Dunbar and a team of manufacturers in Sri Lanka—have engineered to (mostly) replace traditional products. Each pair is washable, reusable and equipped with four layers of moisture-wicking, antimicrobial fabric. On heavier days, however, some women may need extra protection. “We always say, Know your flow,” says Miki. —Samantha Grossman
Casper Mattress / $500+ Available at Casper.comBuying a new mattress is a lot like purchasing a used car: stressful, confusing and likely to overwhelm you with options. “We want to cut the clutter,” says Philip Krim, CEO of Casper, one of many startups upending the sleep industry, including Leesa and Tuft & Needle. The model is simple: create one mattress style; up the comfort factor (using a mix of foams); set clear prices; and sell it online (cutting costs, so prices remain low). Once the mattress arrives—it’s vacuum-packed in a cardboard box—customers get a 100-day trial period during which they can return it for a full refund. But that rarely happens, says Krim. Casper’s sales are expected to exceed $75 million this year, making it a leader among its startup competitors.—Victor Luckerson
Apple Pencil and iPad Pro / $99 and $799+, respectively Available at Apple.comIn the 450 years or so since its invention, the pencil has become so ubiquitous, it’s easy to forget how remarkable a technology it is. It can write at any angle. Shades get darker depending on how hard you press. Marks can be erased. Reproducing this functionality digitally has vexed computer engineers for years, which is what makes Apple’s latest effort so impressive. The Pencil allows users to draw, paint or write on a screen, just as they would a sheet of paper. And it works in tandem with the iPad Pro, a tablet faster than roughly 80% of laptops sold in the past year, so there’s no perceptible delay. That combination has already sparked chatter about new ways to create art, animations, blueprints and more. “You can rest your hand anywhere and [the iPad Pro screen] totally ignores it and it just reads the Pencil,” wrote Don Shank, an art director at Pixar, after testing the products in September. “It’s pretty amazing.” —Matt Vella
Nike Flyease 8 / $130 Available at Nike.comIn 2012, Matthew Walzer, a then high school junior with cerebral palsy, sent a note to Nike: “My dream is to go to the college of my choice,” he wrote, “without having to worry about someone coming to tie my shoes every day.” Sensing an opportunity to create a new footwear category—both for casual consumers who want a simpler way to tie sneakers and for people like Walzer, who need one—Nike dispatched a design team. This year, they unveiled their solution: the Flyease 8, a LeBron James–branded basketball shoe with a one-handed fastening mechanism that drew inspiration from “opening and closing a door,” says Tobie Hatfield, the shoe’s head designer. (To tie the shoe, wearers yank on a strap, which zips around the ankle as they pull.) There are still kinks to work out; pulling the strap too hard or too fast, for example, may cause the zipper to break. But Walzer, now a sophomore at Florida Gulf Coast University, has said the shoes have given him a great “sense of independence and accomplishment.” —Sean Gregory
Pantelligent / $199 Available at Pantelligent.comHow hot should the pan be? When do I stir? It it done yet? If you’ve ever cooked an unfamiliar dish, chances are you’ve asked yourself one or more of these questions—and Pantelligent aims to answer them all. Once you select a recipe from its smartphone app, the pan uses Bluetooth and a special heat sensor to offer real-time instructions on your screen, so you’ll know exactly when to flip a steak, for example, if you want it medium rare. When they first dreamed up the concept at MIT, Humberto Evans was a great cook, but Mike Robbins could barely fry an egg. Now, according to Evans, his former roommate whips up dishes like chicken piccata. “The food speaks for itself,” he says of how people can use the pans, which started shipping in October. —Samantha Grossman
The Drinkable Book Developed by Teri DankovichAn estimated 663 million people globally do not have access to clean drinking water, in part because filtration is complicated and expensive. The Drinkable Book is neither: thanks to a special treatment—developed with a team of scientists over several years—its pages double as water filters, killing over 99% of harmful bacteria during trials in Bangladesh, Ghana and South Africa. (They also list usage instructions.) Though research is still needed to determine whether the system can filter all contaminants, including viruses, Dankovich is optimistic; she says she is talking to partners who could help fund more testing and, eventually, large-scale production. —Sarah Begley
The Ocean Cleanup Project Developed by Boyan SlatThere’s a glut of plastic trash in the middle of the Pacific Ocean that’s bigger than Texas—and growing. But the default removal process of chasing it with nets is both costly and time-consuming. Instead, the Ocean Cleanup Project proposes a 62-mile-long (100 km) floating boom—at an estimated cost of $15 million—that would use natural currents to trap trash. (Its net drops roughly 10 ft., or 3 m, below the surface, shallow enough for fish to swim around.) If next year’s trials succeed, a full cleanup operation would aim to start in 2020; internal estimates suggest it could reduce the trash by 42% over 10 years. —Bryan Walsh
TZOA Environmental Tracker / $139 Available for preorder at Tzoa.comIn order to avoid potentially harmful pollutants and allergens, it helps to know about the air you’re breathing. That’s where Tzoa comes in. The stationary device, developed by electrician Kevin R. Hart, uses sensors to evaluate the atmosphere in any given area—measuring factors like temperature, particulate matter (dust, pollen, mold, car exhaust) and UV exposure—and uploads that data to the cloud, so that institutions like Johns Hopkins can conduct air-quality research. The company plans to launch wearable versions in May that offer a similar service, allowing consumers to chart specific walking routes, for example, if they want to avoid pockets of pollen. —Alexandra Sifferlin
Hackaball / $85 Available for preorder atHackaball.comAt a time when demand for computer scientists is skyrocketing, most Americans get little or no exposure to coding during their formative years. Made by Many, a New York City–based digital-consulting firm, is trying to change that. Its Hackaball toy syncs with a mobile app, allowing users to program how and when it lights up—and then to see how those programs affect their lives in the real world. During one test, for example, kids set the ball to change colors at random intervals, then used it to play a hot-potato-style game. Enabling social scenarios—rather than a more isolated, screen-based introduction to coding—is the point of Hackaball, says William Owen, a strategy director at Made by Many. Its concept appears to be resonating: some 2,800 people backed the project on Kickstarter, raising $240,000. The first units ship in January. —Lisa Eadicicco
Google Cardboard / Price varies Available DIY or from third-party sellersMost of the hype surrounding virtual reality has rightly centered on premium headsets, such as the forthcoming Oculus Rift and HTC Vive (both of which will likely cost several hundred dollars). But Google Cardboard is revolutionary in its own right. Since its 2014 debut, the scrappy viewer—which can be built from scratch using free online instructions and relies on your smartphone screen for visuals—has emerged as a playground for virtual reality, priming brands and consumers alike for one of the world’s most anticipated technologies. There are Cardboard apps that let people drive cars (from Mercedes-Benz), attend concerts (from musician Jack White) and even play immersive video games. “We ask people, ‘Hey, put your smartphone in this piece of cardboard. It’s going to do something amazing,’” says Clay Bavor, a Google VP who oversees VR projects. “And then it does, and they’re shocked.” —Alex Fitzpatrick
Artiphon Instrument 1 / $399 Available for preorder atArtiphon.comAn estimated 70% of adults want to play an instrument on a regular basis, but only 5% actually do, partly because it’s tough to choose just one to master. That’s not an issue with the Artiphon, which can mimic dozens of instruments—not just how they sound but also how they’re played. It can be strummed like a guitar or tapped like a piano. Or it can mix and match inputs, allowing users to bang banjo chords as if they were drumming. “We’re trying to pave a different path toward musical creativity,” says Jacob Gordon, an Artiphon co-founder, of the device (and its companion smartphone app), which raised $1.3 million on Kickstarter. —Victor Luckerson
Tesla Model X / est. $130,000 Available 2016Tesla’s Model X, unveiled in September, marks a leap toward a reality in which electric cars aren’t simply exotic, but just as useful as their competition. The world’s first luxury electric SUV can go 250 miles on a charge, Tesla says, and haul seven passengers. It features futuristic back doors that open like the wings of a bird (up, not out). And the Model X is a blast to drive: it can hit 60 m.p.h. from a standstill in 3.2 seconds, and its battery pack gives it a low center of gravity, enabling sports-car-like handling. (That’s rare for any SUV, let alone one that runs on clean power.) For Tesla, more than one model is at stake. As CEO Elon Musk put it during the Model X unveiling: people need to know “that any kind of car can go electric.” —Matt Vella
CogniToys Dino / $120 Available for preorder atCogniToys.comRather than repeating catchphrases, as “talking” toys have done for generations, this dinosaur taps IBM’s Watson technology to engage with kids ages 5 to 9 in a meaningful way. In addition to answering plain-language queries (like “How far away is the moon?”), the wi-fi-enabled figurine talks back and learns from kids’ responses—helping them hone their math skills, for example, by asking harder questions once they nail, “What is 2+2?” and “Can you count to 10?” The trick, according to CogniToys CEO Donald Coolidge, is to make educational development seem like a “cool, fun experience.” “That’s kind of the best toy possible,” he says. —Sarah Begley
Cooperation between the USA and Europe is a good thing! KTA
Blog by USPTO Commissioner for Patents Peggy Focarino
On January 1, 2015, the USPTO successfully transitioned to the Cooperative Patent Classification (CPC) system from the United States Patent Classification (USPC) system. The CPC is a collaborative venture between the United States Patent and Trademark Office (USPTO) and the European Patent Office (EPO), designed to develop a common, internationally compatible classification system for technical documents used in the patent granting process. It offers a more robust and agile classification system for both offices’ user communities and enables more technical documents to be classified, because the USPTO and EPO are both entering documents into the system. Since its launch, the USPTO has successfully issued about 47,000 U.S. patent documents under the CPC.
As we transitioned to the CPC, we made sure to keep patent applicants and owners updated on the transition process. Leading up to the changeover, throughout 2013 and 2014, numerous bilateral CPC events were held with external stakeholders, providing notice that the USPC would become a static document collection for utility patents after December 2014. Stakeholders may continue to see a limited number of U.S. patent grants still issuing with USPC symbols due to allowed applications already in the publication cycle, but the USPTO will no longer actively assign USPC symbols to issued utility patents. However, plant and design patents are not covered in the CPC, so they will continue to be published with USPC symbols.
To facilitate searching for documents, the USPTO’s existing tools have been modified to provide all users the ability to search documents classified in the CPC, the USPC (now a static document collection), and the International Patent Classification (IPC) systems. USPTO examiners are now required to classify and search using the CPC, and we want our user community to understand that the CPC will be continuously updated through bilateral revision and reclassification projects between the USPTO and the EPO. We are also working on creating a bilateral examiner-focused collaborative environment for discussions, work-sharing initiatives and training opportunities.
As a leader in the global patent community, the USPTO is dedicated to providing a quality classification system for employees and stakeholders, and one that is compatible with the international patent community. Most importantly, we will ensure that the quality of the classification system remains strong and agile.
The CPC provides a more comprehensive search result set that includes national documents from China and Korea, as well as several other countries that are classifying their national documents into the CPC; documents that were not previously available for viewing or retrieval under the USPC. We intend to keep the quality of the CPC documents at a high level by helping more countries classify their national documents into the CPC, and we will continue to work with the EPO to perform an ongoing number of CPC revision projects.
We welcome your thoughts on the transition from the USPC to the CPC. More information, including frequently asked questions, is available on the CPC page of our website. Please send any questions or comments to CPC@uspto.gov (link sends e-mail).
What we need next is CPC and China cooperative! KTA
The USPTO will host a two-day public meeting on patent quality on March 25 and 26 at our headquarters in Alexandria, Va. The Quality Summit will encourage robust discussions among USPTO leadership; patent prosecutors, litigators, applicants, and licensees; and other members of the public interested in the USPTO’s efforts to further improve patent quality through its Enhanced Patent Quality Initiative.
The USPTO is seeking public input and guidance to direct its continued efforts towards enhancing patent quality. These efforts focus on improving patent operations and procedures to provide the best possible work products, to enhance the customer experience, and to improve existing quality metrics. The USPTO has already set in motion several quality initiatives, including robust technical and legal training for patent examiners, as well as a Glossary Pilot, Quick Patent IDS Program, First Action Interview Pilot, and After Final Consideration Pilot. The two-day Quality Summit is one of many ways the USPTO is engaging with the public on this important effort.
Deputy Director Michelle K. Lee at the Technology Policy Institute
Patent reform is high on the agenda for Congress. Proponents of reform claim the current system produces excessive litigation, particularly on the part of “patent assertion entities,” imposing costs on entrepreneurs and others and deterring innovation. Those on the other side suggest that the litigation explosion is overstated and that patent reform efforts will weaken intellectual property protections to the detriment of innovation.
Light-bulb moments don’t happen on command, and brainstorming sessions rarely produce extraordinary results. More often it’s a random remark, event, or memory that sends an entrepreneur down the rabbit hole of innovation. From Airbnb to Yelp, here are the surprising origin stories to eight of today’s hottest companies:
1. A STUDY ABROAD PHOTOGRAPHY CLASS SPARKED THE IDEA FOR INSTAGRAM
A study abroad opportunity during his junior year at Stanford University providedKevin Systrom with the inspiration for Instagram. Systrom brought his advanced SLR camera to the photography class he was taking in Florence Italy, but his teacher replaced it with an inexpensive Holga that used random light leaks and vignettes borders to produce interesting photos. Systrom loved the aesthetic: “It taught me the beauty of vintage photography and also the beauty of imperfection,” he told Forbesmagazine in…
Apple has sued a lot of companies for allegedly copying or stealing its intellectual property over the past three decades. In 1988, Apple sued Microsoft and HP for copyright infringement over similarities of Windows and NewWave to the graphical interface of the Macintosh and Lisa. More recently, the late Jobs had declared war against Google’s Android mobile operating system, resulting in a flurry of suits against Samsung, Motorola, HTC, and others who dared to copy ideas expressed in the iPhone and iPad.
“I will spend my last dying breath if I need to, and I will spend every penny of Apple’s $40 billion in the bank, to right this wrong,” Jobs told his biographer Walter Isaacson. “I’m going to destroy Android, because it’s a stolen product. I’m willing to go thermonuclear war on this.”
This from the same Steve Jobs who famously said in 1996: “Picasso had a saying — ‘good artists copy; great artists steal’ — and we have always been shameless about stealing great ideas.”
Given that the seeds of the Macintosh — which led to the iPod, iPhone, and iPad — came from ideas hatched at research facilities like Xerox PARC and SRI, it could be perceived that Jobs wanted to have it both ways. In fact, Xerox PARC sued Apple in 1989 for what it deemed unlawful use of Xerox copyrights in the Macintosh and Lisa computers, but it was unsuccessful.
During a recent interview with Apple executives Bud Tribble, Phil Schiller, and Craig Federighi, I asked about Jobs’ statement and the seeming contradiction between suing competitors and being shameless about stealing ideas.
“I think that’s been misunderstood. Copying means — I believe this is what he meant when he said it because we talked about it back then — doing the same thing,” said Schiller, senior vice president of worldwide marketing. “I think what he meant by ‘steal’ was you learn, as artists have, from past masters; you figure out what you like about it and what you want to incorporate into your idea, and you take it further and do something new with it. I can see why people might confuse that with the current use people have for that phrase. You don’t just say, ‘I want something that looks just like yours and I’m going to sell it too.’
“Great people actually understand at a deeper level what makes something great and then build on the shoulders of that and build something even more marvelous and take it further,” he added. “I think that’s the case. We all learn from everything in our industry. It doesn’t matter what field you are in, but copying is literally just taking and doing the same thing.”
“I think people focus on the Picasso statement and focus on the word ‘steal,'” said Bud Tribble, Apple’s vice president of software technology and leader of the Macintosh software team during its infancy. “If you take that word, which is kind of pejorative, and replace it with ‘make it your own,’ I think the underlying idea is that you can’t do great design by copying something because you aren’t going to care about it. If you take something and make it your own, what really happens is now you care about that design. It’s your design and that is the dividing line between copying and stealing. That is part of Apple’s DNA. The things we are building and creating, we really care about. We feel like they are ours, and we are making them as great as we can because we care.”
A year before his statement about shamelessly stealing great ideas, Jobs talked about the role that artistry plays in product development in an interview with the Smithsonian.
“I think the artistry is in having an insight into what one sees around them. Generally putting things together in a way no one else has before and finding a way to express that to other people who don’t have that insight so they can get some of the advantage of that insight that makes them feel a certain way or allows them to do a certain thing. I think that a lot of the folks on the Macintosh team were capable of doing that and did exactly that.”
For Jobs, it appears that great ideas are free, but make sure you file copious numbers of patents to protect your own. Ultimately, what matters is the implementation, what you do with the ideas. The Macintosh, iPod, iPhone, and iPad were built on the shoulders of others, but they also were put together in ways that reinvented the product categories.
Whether Apple’s competitors, or Apple itself, have shamelessly but illegally copied or stolen ideas is open to broad interpretation. Apple scored a recent victory in its suit against Samsung, claiming that the Korean manufacturer copied the look and feel of the iPad and iPhone. Apple was given a jury award of about $1 billion. Now chief executives of Apple and Samsung are slated for court-ordered settlement talks to try to resolve the ongoing patent disputes.
Despite Apple’s attempts to claim original art and roadblock Samsung and the Android platform (developed by Google), the iPhone has been losing market share. For the three months ending November 2013, Kantar Worldpanel Com Tech found that Apple’s iPhone share had shrunk in almost all regions compared with the same period in 2012. With the exception of Japan, Android is the leading smartphone platform. In the last quarter of 2013, Samsung had 28.8 percent share of smartphone sales and Apple 17.9 percent, according to IDC.
“Our objective has always been to make the best, not the most,” Apple CEO Tim Cook said during the financial earnings call Monday. So far, the strategy has worked, but it depends on Apple’s artists continuing to have unique insights and products that command a premium.
As Jobs said in prefacing his statement about Picasso and artists: “Ultimately, it comes down to taste. It comes down to trying to expose yourself to the best things that humans have done and then try to bring those things in to what you’re doing.”