Apple presents at Black Hat, expectations get hacked

Apple presents at Black Hat, expectations get hacked

Apple gave their first ever presentation at the Black Hack conference on Thursday, and while it sounds like it didn't live up to the expectations of those unfamiliar with Apple's typical level of community engagement, it did happen. Nicole Perlroth, writing for The New York Times, reports:

[When] hackers and security suits filed out an hour later, most looked bored and deflated. Mr. De Atley had basically done the equivalent of reading aloud a white paper, timed to a PowerPoint deck, before escaping out a side door without answering any questions. Steve Jobs he is not.

I'm not sure what the Steve Jobs reference has to do with anything, frankly. Apple never presented before. Anyone thinking they'd open the kimono and start giving out hugs were setting themselves up for disappointment.

Baby steps. Apple is new to this. Skittish. Approach them slowly. Carefully. And we'll see what happens next year.

Source: The New York Times

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Rene Ritchie

EiC of iMore, EP of Mobile Nations, Apple analyst, co-host of Debug, Iterate, Vector, Review, and MacBreak Weekly podcasts. Cook, grappler, photon wrangler. Follow him on Twitter and Google+.

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Reader comments

Apple presents at Black Hat, expectations get hacked


The Jobs comment just refers to the late man's almost preternatural ability to connect with any audience when on stage. What the author misses is that Jobs would not have connected here, because the sort of transparency these conferences demand was anathema to him.

Re: ..."most looked bored and deflated"...

Not surprising. Just how exciting is security, anyway? Seriously.

Nah, these people are excited by security; that's why they go, year after year. People were bored and deflated because they were hoping for more than just a static presentation of what they (mostly) already knew.

I agree with Rene that their hopes for Apple to be more open were probably unrealistic, but even when hopes are unrealistic, a person can't help but feel a bit let down when they get dashed.

"Apple is new to this. Skittish." Yeah, I remember the days when Apple was known for watching, getting ready, and only then doing it right. I guess those days are gone.

The Jobs reference was pretty obvious, and I think Rene had absolutely no problem undestanding and disliking it, thus the disdainful remark. Steve Jobs was a natural showman, he could engage de audience whenever he was on stage, and people held their breaths listening to him. That is what people expect whenever Apple send someone to give a speach. Hell, even those weird guys at Microsoft can kinda engage their audiences, its not that hard for a trained professional.

It was an embarassment for Apple, there's no way around that. If they're gonna do it like this, they really shouldn't have come and wasted everybody's time.