Craig Federighi (B.S. '91, M.S. '93 CS), the senior vice president of software engineering at Apple, Inc., delivers some "Questionable Advice from One Very Lucky Berkeley Engineer."
This View from the Top conversation with Dean Tsu-Jae King Liu was delivered Nov. 21, 2019, in Banatao Auditorium at UC Berkeley. It was co-hosted by the College of Engineering and the Berkeley chapter of the Society of Women Engineers (SWE).
Craig is so entertaining. I'm honestly just in it for his dad jokes at most Apple keynotes these days.
張泰銘 lmao fuck off
I wonder what it’s like to be part of the crack marketing team
Luke Missirian-Parise it’s was 2015
@@nour2146 they’re High achievers, from what I understand…
If he ever leaves Apple, he should have a talk show.
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
you can search more videos of him
Yes, he's done lots of interviews
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
Words to live by.
8. Wear the same outfit you love everyday so you spend less time thinking of what to wear and more time on your craft.
怂 = Follows your heart
i loved his talk, but always remember to take successful people's advice with a grain of salt, there's always survivorship bias involed.
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.
I respect Craig the most in Apple, I hope he becomes CEO one day, things could get really interesting.
Yeah.
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.
He probably hates you for your ASUS ROG avatar, meaning your a fan of a PC company
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.
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
I love the way he presents this as he would present something at an Apple event
I Think its the other way around. He presents at an Apple event as he would present himself. I think this is he.
I wish i could become something like him . At least the hair part .
LEL
Hair is a lie, its all wigs
Abhijeet Ajithkumar No it's not
Abhijeet Ajithkumar no its not
lol, yes! He's successful, hardworking and still has all his hair.
💯 respect for Mr. HairForce1
You could tell from his Apple presentations that this guy is entertaining, but I had no idea he'd be *this* entertaining! :-D
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.
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.
@@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.
"Be very, very lucky"
Craig is really great. Definitely a person to look up to.
Imagine if recruiting engineer talent was on par with recruiting football talent? Engineers may eventually save the planet.
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.
And play the guitar
I like how the Dean's mic is still hot and you can hear her chuckling along
Watching from Germany, Lake Constance on iPhone XR - interesting story!
Craig’s one of the best parts about Apple’s events, love him!
"Be very, very lucky"
Amazing person and really a huge inspiration. Wish more people would be as humble. World would be a better place.
Craig’s one of the best parts about Apple’s events, love him!
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.
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.
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
“I couldn’t afford a Apple at the time” Ironic
No irony in that. Nothing good is required to be cheap.
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).
@@ozymandias4477 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!
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😉)
Well he had take up "jobs" to get it eventually :D
I'm glad they really brought out the good cameras at Berkley for Craig Federighi's talk. That quality is just outstanding.
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.
Craig is really great. Definitely a person to look up to.
So much respect for this guy. Thanks for posting this!
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
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.
literally same
You guys are lucky
I was fortunate enough to attend this discussion in person!
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.
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
This one is very good! Thanks for posting this lecture
That’s a great quote at 15:51 “If you’re too focused on the destination, you’ll miss the journey”
So glad I came across this!
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!
He’s Hair Force One.
What a humble guy. Thanks for the video
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.
what an amazing guy, absolutely love him :) could listen to him for hours :)
I agree
I love Q&As with great leaders, and I love how Craig shared his thoughts so openly. I really picked up a lot from this.
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.
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!
Be the solution to a problem that other people need to solve. Such a profoundly simple answer and a computer science way of thinking.
This alone got me a mac. And I would not have any other way knowing and seeing the truths in front of own eyes.
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!
The algorithm gods brought me to this video and I really enjoyed it. Craig is good vibes, intelligent, wise, and articulate.
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!
I have nothing but respect for this guy.
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
Very nice! Down to earth but wise advise. Like being given advice by a good friend. Loved it!
Wow, now this man knows how to hold an audience. Amazing speech Craig.
Great unexpected talk! Thanks Merci From Florida
Can we talk about how good of a presentation this is? Holy shit. Clean, precise, entertaining. I’m amazed.
love his humour.....I wish to meet him in person someday....damn
What an interesting engaging guy. Could listen to him for hours ! Great speaker.
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.
Favorite Apple personality ever since Steve Jobs' demise.
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
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.
realky enjoyed this. not sure how i got here but was nice to watch.
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
This guy is the best, such an inspiration!!
Craig is an incredible public speaker. He is very charismatic, and incredibly well worded. A dangerous combination.
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.
I'm not trying to become him though, cuz that's disturbing.
This is a master class in public speaking and captivating presentation deck
Never knew he worked at ariba, thats so cool!
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
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.
This needs more views
glad to hear about the Next presentation by Steve Jobs, actually hadn't seen that one yet. Craig is a great part of the Apple team.
What a great and inspiring person. A career and life well lived 👍
The way he does the presentation is like he's doing a WWDC lol. simple words, lots of talking and interactive.
Surprisingly well-articulated answer to that burnout and interest question. Seems genuine.
Born and raised in the land of opportunity
LOL!!! SO TRUE 🤣🤣
Yeah not so much as of these last years
"When you do what you love, it's like cheating."
I love Craig so much. Apple events would not be successful without him 🤘🏻
The Federighi were my favourite Star Wars characters! Live long and prosper!
Well played
I absolutely adore this guy. He’s the most charismatic and likable Apple exec.
Amazing, love this guy.
It’s impossible not to love and admire this guy. Lucky Apple.
I've learnt a lot from this, thank you
He's so humble, just inspirational.
Loved it. What a likeable guy!
I think I just got inspired to go to grad school Edit: And also get a Mac
5:04 you know when someone’s life story gets interesting when it goes wayyy back
Loved his Keynote
This man should be Apple’s next CEO.
NeXT Ceo of Apple ;)
Nah probably Jeff Williams
Scroto Saggins, Jeff Williams is a better fit too. He’s literally the one keeping Apple together
Agree
@@brodobroggins yep jeff willliams might probably be the next one
"Never stop acting like the new one on the team" advice for life!!
Really helpful video! Especially since he’s my role model!
Few mention the role of luck to their success but he was able to realize it 👏
Imagine having Craig as your dad.
Is it just me or I first thought her voice sounds like Lisa Su (AMD CEO)?
Thought the same thing!
wow this man got his BS at 22 and MS at 24. Impressive
One of my friends mom is trying to get masters at 40 😅. Thats impressive, i agree.
In the uk/Europe if you don't take a year off you get an ms at 22.
I got my BS at 22 and MS at 25. But still a mediocre person.
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
@@zakariaibrahim6781 xD I live in europe and at 21 I havent even been to uni
The answer to that final question is probably Craig's undeniable charisma. It can take you far, faaaar up in a company.
This guy is an inspiration
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.
This guy is a legend.
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.
It’s cute that he uses Keynote build transitions like your one boomer professor with a 2007 MacBook Pro uses them.
Yeah but Craig isn’t a boomer
He’s 51, and if I didn’t understand, you can r/wooosh me
Much love!!!
Craig for CEO!! He’s the perfect combo of funny, smart and relatable.
"When you do what you love, it's like cheating." That's how my college life feels like.
35:02 pitching the apple guy gmail features lol
I just love him! ❤️
I love Hair Force One!
man is his talk Apple style
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.
What a fantastic guy!