View from the Top: Craig Federighi

[@TheHenMen]

Craig's 7 Rules for Life: 1. Do what you love 2. Work with people whose work you admire 3. Pay attention 4. Never stop acting like the new one on the team 5. Team > Self 6. Commit, Focus, Reassess 7. Follow your heart

[@jonay3699]

Words to live by.

[@TechOutAdam]

8. Wear the same outfit you love everyday so you spend less time thinking of what to wear and more time on your craft.

[@user-ti2xi9bd4u]

怂 = Follows your heart

[@buttermashpotatoes4617]

i loved his talk, but always remember to take successful people's advice with a grain of salt, there's always survivorship bias involed.

[@qwaszx822]

8. Be very lucky. Craig mentioned it couple of times himself. We sometimes forget about this important factor, but it plays a key role in being successful.

[@tipoomaster]

Craig is so entertaining. I'm honestly just in it for his dad jokes at most Apple keynotes these days.

[@user-wx4nv8xr3d]

張泰銘 lmao fuck off

[@nour2146]

I wonder what it’s like to be part of the crack marketing team

[@nour2146]

Luke Missirian-Parise it’s was 2015

[@rcnhsuailsnyfiue2]

@@nour2146 they’re High achievers, from what I understand…

[@RicardoBanffy]

If he ever leaves Apple, he should have a talk show.

[@chisomagbara6780]

Rarely do I ever I get to see Craig outside of Apple keynotes. I’m happy I stumbled across this video. He’s so different in a good way and I can relate to him

[@georgelyras1978]

you can search more videos of him

[@nobody9706]

Yes, he's done lots of interviews

[@riocheng0205]

I respect Craig the most in Apple, I hope he becomes CEO one day, things could get really interesting.

[@DurangoCzechoslovakia]

Yeah.

[@okovarik]

I hope he doesn’t. It would be shame to waste his talent on running the business. Let him thrive in charge of what he’s passionate about. He’s an engineer by trade.

[@futurepaver2039]

He probably hates you for your ASUS ROG avatar, meaning your a fan of a PC company

[@tipoomaster]

A lot of people share this idea, and it's nice at first blush, but I think it also makes sense to keep the product loving people on top of the products, while the CEO role forces you to have other focuses.

[@rippernmode8015]

tim cook is a huge "upgrade" over steve, craig would be w suitable replacement if or when tim cook leaves apple, it may be his time to shine

[@Thelyrio]

I love the way he presents this as he would present something at an Apple event

[@Aztaec]

I Think its the other way around. He presents at an Apple event as he would present himself. I think this is he.

[@TechOutAdam]

Craig is a huge inspiration. Many talk about Steve Jobs only without credit to the team but maybe Steve’s greatest talent was hiring the right team because they don’t get enough credit for the massive things they’ve been doing with Apple and have held their integrity this whole time since Steve passed. This was awesome.

[@frankniethardt1813]

If you open the original Macintosh, you will see a signature of everybody of the team inside. It's not that Steve didn't gave credit... ;) But I know what you mean.

[@TechOutAdam]

@@frankniethardt1813 Absolutely. It’s just that people forget a company requires a team. Steve Jobs is my favorite entrepreneur of all time but too much focus was on him and Apple is impressing me with how much they’re doing till this day.

[@adobereviews1626]

"Be very, very lucky"

[@sambam8213]

Craig is really great. Definitely a person to look up to.

[@david2284180]

Imagine if recruiting engineer talent was on par with recruiting football talent? Engineers may eventually save the planet.

[@aaww8663]

Craig is the most likeable guy at apple. I can listen to the guy talk about his passion. Down to earth, loves to code & humble.

[@petrostzekos8914]

And play the guitar

[@haltcanlan]

Craig just has the ability to make crowds laugh so naturally and charismatically

[@trentbosnic]

That Commit, Focus, Reassess advice is wonderful. I'm always questioning my decisions on an almost monthly basis, but in hindsight it's obvious that you need at least 2-3 years to really get perspective on your current trajectory before reassessing your next move, until then it's a waste of energy to question it.

[@tonyp114]

im a young engineer and i really appreciated this.. i feel like in my job i put too much pressure on myself to know everything when, in reality, i should be asking questions to learn more

[@jonasc.7059]

Craig’s one of the best parts about Apple’s events, love him!

[@multiio1424]

You could tell from his Apple presentations that this guy is entertaining, but I had no idea he'd be *this* entertaining! :-D

[@jimbo-dev]

💯 respect for Mr. HairForce1

[@slackstation]

I'm glad they really brought out the good cameras at Berkley for Craig Federighi's talk. That quality is just outstanding.

[@Electrobeat2k11]

Amazing person and really a huge inspiration. Wish more people would be as humble. World would be a better place.

[@lazysnorlaxcooks9107]

Craig’s one of the best parts about Apple’s events, love him!

[@TheWefikus]

Craig should become the next CEO after Tim Cook. I feel like he can bring back a little bit of product innovation Apple is lacking right now. Tim Cook is great tho, don’t get me wrong, but he’s done his job, the time is coming for a bigger push forward again for Apple.

[@areakshay]

I wish i could become something like him . At least the hair part .

[@futurepaver2039]

LEL

[@abhijeet1089]

Hair is a lie, its all wigs

[@futurepaver2039]

Abhijeet Ajithkumar No it's not

[@chocolate6315]

Abhijeet Ajithkumar no its not

[@artemistheory]

lol, yes! He's successful, hardworking and still has all his hair.

[@joghaella9500]

Thank you so much for uploading this video to KZbin. I come from the other side of the world, recently quit my job because I felt the pull to do something else, and Craig's words in this 4-year-old speech resonated immensely with my life journey, with my struggles and thoughts. Craig is an incredible person, and I have come to admire him through watching content with him and about him. This video in particular was an incredible help to me, so thank you very much!

[@BossPlayaaaaaaaaaaaa]

Such a humble guy, love his jokes. Of course he is a great mind with huge knowledge but it's so amazing how he points out that today a lot of things are also soo important! I have a feeling that some companies still don't get this! Apple is great

[@delamberty]

Critical Skills you need to be a great engineer according to Craig: 1. Software engineering is a team sport. 2. In additional to being a great engineer, communication is important: 1. Verbal communication 2. Being able to collaborate is super important 3. Ability to put yourself in the mindset of your customers. Get to know what they want, what they value and translate that. 4. Ability to appreciate that you have many blind spots and be open to learn from other disciplines. Be able to respect other kinds of views. 5. Collaborate effectively.

[@JaydenLawson]

I like how the Dean's mic is still hot and you can hear her chuckling along

[@sambam8213]

Watching from Germany, Lake Constance on iPhone XR - interesting story!

[@EzDoesntExist]

He is really shy and it's beautiful to see how far you can go despite having a few introvert character. His jokes are part of his technique to cope with his stress

[@wadeyyy]

This guy is so charismatic and likable! I love how he's a lead software engineer at the biggest company on the planet but his presentation here is just a black background with single words like "MYSTERY" to remind him what to say lol

[@HenrikoMagnifico]

I just realized it must be quite difficult to not focus on work all the time when you're reponsible for the software on your and your family's phones, tablets and watches. Every time you look at your phone you'd think about it.

[@HarryParkin]

That’s a great quote at 15:51 “If you’re too focused on the destination, you’ll miss the journey”

[@MrLOLametro]

Craig is really great. Definitely a person to look up to.

[@flwi]

Thanks for this video! I found his advice of Commit, Focus and Reassess very valuable. Too often I lose energy in questioning what I'm doing especially when things don't work well.

[@stachowi]

I didn't like him before this... now I really admire him and his advice. Thank you for taking the time to do this Craig!

[@wyattb3138]

He’s Hair Force One.

[@randy4ii411]

Wow, now this man knows how to hold an audience. Amazing speech Craig.

[@danielvazquezguevara3842]

I was fortunate enough to attend this discussion in person!

[@bobbyomari5500]

The algorithm gods brought me to this video and I really enjoyed it. Craig is good vibes, intelligent, wise, and articulate.

[@jacky7878]

Craig Federighi 1. Do what you love 2. Work with people whose work you admire 3. Pay attention - you can learn so much 4. Never stop acting like the new one on the team 5. Team > Self 6. Commit, Focus, Reassess 7. Follow your heart

[@WeekendMuse]

What an inspiring guest and well conducted interview. The presentation was fun and interesting. The last question from the audience was the best for me. Craig’s answer makes so much sense. Thanks!

[@johnnulf624]

Be the solution to a problem that other people need to solve. Such a profoundly simple answer and a computer science way of thinking.

[@Jono.]

Well damn. I go to Berkeley and saw the fliers for this event but decided not to go in order to knock out some homework. Now I wish I went. Whatta charismatic guy.

[@reflect001]

literally same

[@nobody9706]

You guys are lucky

[@barmetler]

Craig is an incredible public speaker. He is very charismatic, and incredibly well worded. A dangerous combination.

[@proactivei]

Why is it dangerous?

[@dougb70]

There are multiple ways to get to the top. His approach is to just put in your time and do remarkable things. When you ask, how did you do it, and he doesn't have an answer, it makes it apparent that his talents are showing up and being cool. The other approach is to just do remarkable things, but on a grand scale. I chose the latter approach, but there are times I wonder if I would attempt that if I could do it all over again. My advice to young students (FWIW) is to try to master his approach, but be prepared to take your own ideas and run with them. That's my 2 cents.

[@harrylee27]

Wow, among all tech celebrities, Craig is the most I can relate to, and wanna be. A shy, humble, honest, passionate, down to earth, spontaneous, entertaining guy

[@kartz2010]

He seems to be of the type diametrically opposite to what you hear about Steve jobs. It would be fun to work under Craig. His enthusiasm is infectious, he is so humble and he does not seem to have the ability to denigrate anybody.

[@ozymandias_yt]

“I couldn’t afford a Apple at the time” Ironic

[@AlexanderSuraphel]

No irony in that. Nothing good is required to be cheap.

[@ozymandias_yt]

Alexander Suraphel Apple claims their products are for everyone, even though they are high priced (especially in the mac line) and many people are struggling to afford them. The iOS device line development a nice balance of value and pricing (Huawei and Samsung have more expensive phones now), but the macs are still ridiculous in comparison to the windows competitors. I hope this changes with ARM. The irony is that Craig experienced the problem of the overpricing of the mac but later became one of the major supporters of this situation (even though he is not directly involved in the financial part at his position).

[@AlexanderSuraphel]

@@ozymandias_yt it'd be nice to see evidence where Apple says their products are for everyone? Plus the longevity of their products make them cheaper in the long run. My $1300 Asus Zenbook took less than a year to drop dead whereas my 2014 Macbook working 24/7 and I see no reason to upgrade in 2020!

[@ozymandias_yt]

Alexander Suraphel You don’t have too explain the benefits of a mac...I mean I owned one a few years ago followed by many other apple products, which did a great job all the time but my 2015 macbook was definitely overpriced for its performance. Only my antipathy towards windows and the wish of buying a product, which can serve me without big issues and many updates throughout the next decade. Most windows users will laugh at this point but the mac never disappointed me with this goal in the past five years and I am looking for at least another four. Nonetheless the price policy of the Macs and their upgrades are insane, even though the quality excuses this a bit. But my intentions at this point were not only to argue about the fairness of the pricing but too comment the irony of the Apple marketing. I watch every Apple event and it is always about creative people, which means in this case especially young students and kids between 10 and 25. You can see them in every second add. Most of these people are struggling with the financial restrictions of handling education and a job. Kid’s are even more restricted because they can’t work. If you ignore the few percent Apple reduced for educational purposes you still have to pay around 1k for an low end Mac laptop. Ironically Craig found himself in the same situation. He wanted to join the Apple system but couldn’t afford it. Apple needs to make a product like the MacBook Air for the same price like the normal iPad, which sells incredibly well. The release of the next iPhone SE is also a stein the right direction. (Sorry for eventual grammar errors, but I am still in the progress of improving my English😉)

[@PurushNahiMahaPurush]

Well he had take up "jobs" to get it eventually :D

[@Programmer7]

"Be very, very lucky"

[@prannoysunny]

The fact that he used that feature in keynote which lets you use your iPhone as a remote is just a pleasure to watch and that shows off what the Apple ecosystem is capable of.

[@pkgamma]

Absolutely admirable how humorous he is even at a traditionally boring event. I wish I can be like him, being able to do amazing things while delighting people.

[@pkgamma]

I'm not trying to become him though, cuz that's disturbing.

[@socialdiving2305]

Being upset searching for the comment where viewer appreciates Craig's honesty, l came to writing it by myselve: the speakers revelation about how luck were a meaningfull part of his succes is pretty noticable

[@Dan007LoveKhmerMusic]

This alone got me a mac. And I would not have any other way knowing and seeing the truths in front of own eyes.

[@Sams911]

I remember being at the computer club in San Mateo High School playing on the Bell and Howell Apple II's and next to me was this geek named Peter Thiel... little did I know what would become of him.

[@bj0urne]

Sometimes I feel unlucky to have been born after the big computer boom. Back in the day when there weren't any video games or digital entertainment, a new crazy computer was so freaking interesting that it attracted nerds of all kind who just sat at it and experimented day after day. The "older" generation in tech born between the 60s and 80s grew up at the same time as computers did, so they literally just grew into computer engineers. Today you must fight hard as hell to become an accomplished engineer.

[@iNickCG]

Can we talk about how good of a presentation this is? Holy shit. Clean, precise, entertaining. I’m amazed.

[@AsphaltAntelope]

The Federighi were my favourite Star Wars characters! Live long and prosper!

[@jcolonna12]

Well played

[@michellepotter6224]

what an amazing guy, absolutely love him :) could listen to him for hours :)

[@braydenstark5212]

I agree

[@sowellfan1234]

Mr Craig, this is a stellar performance, funny and witty, a complete departure from your regimental delivery at those product introductions. You sound so yourself to me now! If you adopt a similar style in those occasions you’ll help apple sell a whole a lot of stuff 😀 I know I know, apple will never let you do that!

[@colormypodstoday7571]

Check out ColorMyPods new playlist! kzbin.info/door/dPNw9-uUIfkj_LPHBUyMGAplaylists

[@RabidLeroy]

5:04 you know when someone’s life story gets interesting when it goes wayyy back

[@frendychandra2766]

This is a master class in public speaking and captivating presentation deck

[@thelukejp]

So much respect for this guy. Thanks for posting this!

[@Toronto_Luddite]

Surprisingly well-articulated answer to that burnout and interest question. Seems genuine.

[@fawzirahmadiyanzuhairi6828]

This one is very good! Thanks for posting this lecture

[@shashankemani1609]

Just amazing. He is focused and at the same time humourous too. Such a great personality. I wish I could join apple and meet him one day!

[@user-ti2xi9bd4u]

The way he does the presentation is like he's doing a WWDC lol. simple words, lots of talking and interactive.

[@7offman]

I have nothing but respect for this guy.

[@VishrutJha7]

"Never stop acting like the new one on the team" advice for life!!

[@mr.fusion9872]

"Pay attention" *proceeds to build a device that is literally causing the biggest distractions*

[@Yaboiglitchez]

Lmao

[@HenrikoMagnifico]

The answer to that final question is probably Craig's undeniable charisma. It can take you far, faaaar up in a company.

[@StephenPaulDeita]

I love Craig so much. Apple events would not be successful without him 🤘🏻

[@kael13]

Craig has the inherent Californian philsophy that made Apple successful in the first place. Work really hard, but be creative and have fun doing it at the same time.

[@willv88]

As a Californian I feel like this philosophy should really be shared more - especially among younger kids. I was at an orientation session for one of the big tech companies and the hiring VP asked for a show of hands "who is from California and I think maybe 10 people rose their hands out of 400." I was shocked. The next generation aren't that into the "work hard" philosophy anymore.

[@brandontea3815]

"When you do what you love, it's like cheating."

[@wildchyilde]

Craig for CEO!! He’s the perfect combo of funny, smart and relatable.

[@yashaspradeep7073]

Craig to Apple is like what Doug demuro is to KZbin, just wholesome people living at large

[@debajyotimajumder472]

love his humour.....I wish to meet him in person someday....damn

[@mueez.mp4]

Favorite Apple personality ever since Steve Jobs' demise.

[@ЖеняПеня-с1ш]

Craig's 7 Rules for Life: 1. Do what you love 2. Work with people whose work you admire 3. Pay attention 4. Never stop acting like the new one on the team 5. Team > Self 6. Commit, Focus, Reassess 7. Follow your heart

[@rawpotatofella9654]

Id love to work under Craig. He oozes charisma.

[@midogamal4948]

"When you do what you love, it's like cheating." That's how my college life feels like.

[@thisGuyCodess]

Imagine having Craig as your dad.

[@Yaboiglitchez]

I wish

[@adelaideelliot562]

It’s cute that he uses Keynote build transitions like your one boomer professor with a 2007 MacBook Pro uses them.

[@democraticrepublicofcheese9671]

Yeah but Craig isn’t a boomer

[@democraticrepublicofcheese9671]

He’s 51, and if I didn’t understand, you can r/wooosh me

[@JJCelloVlog]

this is why he deserve to be the CEO of Apple he is down to earth and comedian..

[@JadenNguyen-h1d]

Few mention the role of luck to their success but he was able to realize it 👏

[@baddlesnguyen9397]

Is it just me or I first thought her voice sounds like Lisa Su (AMD CEO)?

[@test-ky8tu]

Thought the same thing!

[@user-ti2xi9bd4u]

wow this man got his BS at 22 and MS at 24. Impressive

[@clearsightnt_animations776]

One of my friends mom is trying to get masters at 40 😅. Thats impressive, i agree.

[@zakariaibrahim6781]

In the uk/Europe if you don't take a year off you get an ms at 22.

[@yuelu1541]

I got my BS at 22 and MS at 25. But still a mediocre person.

[@theendurance]

Pretty standard. A lot of schools allow you to get your MS in just 1 year so at 23. Not trying to downplay his success or anything, but BS at 22 and MS at 24 is pretty normal

[@megapet777]

@@zakariaibrahim6781 xD I live in europe and at 21 I havent even been to uni

[@WouterStudioHD]

This man should be Apple’s next CEO.

[@shahnees6751]

NeXT Ceo of Apple ;)

[@brodobroggins]

Nah probably Jeff Williams

[@wyattb3138]

Scroto Saggins, Jeff Williams is a better fit too. He’s literally the one keeping Apple together

[@HABXKD]

Agree

[@akileshgokulakrishnan9658]

@@brodobroggins yep jeff willliams might probably be the next one

[@CaptainMarmite]

What an interesting engaging guy. Could listen to him for hours ! Great speaker.

[@oversteer46]

I can’t believe this guy survived the attack from a demogorgon.

[@futurepaver2039]

This is probably the first time Craig hasn't practiced his presentation and stumbled a few words here and there

[@jdg6336]

realky enjoyed this. not sure how i got here but was nice to watch.

[@andersonjackiesrandallfern8115]

I absolutely adore this guy. He’s the most charismatic and likable Apple exec.

[@0ManishSharma0]

Born and raised in the land of opportunity

[@kanishkaralasi7408]

LOL!!! SO TRUE 🤣🤣

[@user-hs2hd7wp9g]

Yeah not so much as of these last years

[@whatiswe]

Excellent! Craig has been the best presenter Apple has had since Mr Jobs. Craig's ability to make mundane keynotes light and sprinkled with his comedic timing. At first Tim Cook was horrible during keynotes. He's much better now. Craig may have given him lessons.

[@TheMuffinMan01]

35:02 pitching the apple guy gmail features lol

[@kp_kovilakam]

What a charismatic person he is! No doubt in who will be the next Apple boss!🍎

[@MikeLikesChannel]

Traditionally the COO succeeds the CEO -- sometimes it's a marketing or sales guy instead of an ops guy. Being the CEO of Apple is more politician than it is engineer. I very much doubt Craig will be the next CEO.

[@vedantmungre1702]

@@MikeLikesChannel Same!

[@devin1234]

I thought the person in the beginning was Lisa Su from AMD

[@josereino62]

Very nice! Down to earth but wise advise. Like being given advice by a good friend. Loved it!

[@vedantchaudhari5385]

Really helpful video! Especially since he’s my role model!

[@rdvgrd6]

This needs more views

[@simonvillarrubia]

The still image representing this video makes me think about this guy checking his bank account in the phone and saying: “Isn’t this amazing?! I got so much fuckin money!!!”

[@whytushar]

Craig, one question. Why do you love that shirt you're wearing so much?

[@tpf4292]

man is his talk Apple style

[@369jwillow]

Great unexpected talk! Thanks Merci From Florida

[@MaramRohan]

So glad I came across this!

[@gabrielg492]

It’s impossible not to love and admire this guy. Lucky Apple.

[@eriktheblue3496]

Let me tell you how great a product his team's produced. The iOS UX has quality in its prompts and that's surrealistic and impressive.

[@Thron2111]

I like how Craig took her advice and just added the feature to Apple Mail to delay the sending.

[@carlosandres7006]

What a humble guy. Thanks for the video

[@pschiptunes64]

The best Apple employee for sure. Great sense of humor, passionate about his work, and really knows how to hook the viewer. Still waiting for macOS Weed to come out, because it's totally baked...