Acquired - Episode 30: P.A. Semi + AuthenTec

Episode Date: January 24, 2017

Topics covered include: P.A. Semi’s original moniker ("Palo Alto Semiconductor”) and its celebrity founder (in the semiconductor world) Dan DobberpuhlHistory of the back and forth tradeoffs between Intel’s powerful x86 chips and low power alternatives like ARM processors Dobberpuhl’s technology breakthroughs throughout his career that enabled true low-power + high-performance chipsThe initial target markets for P.A. Semi’s chips (surprise: NOT mobile phones)P.A. Semi’s  first foray into a potential deal with Apple, dashed by Cupertino’s  surprise switch to Intel processors in 2005The rise of mobile finally creating the huge market need for low-power / high-performance, Apple’s acquisition of P.A., and launch of the first Apple-designed chip, the “A4”, with the original iPad in 2010Geekbench: the single-core performance of Apple’s latest generation of smartphone processors (A10 Fusion) has  basically caught up with Intel’s laptop CPUsAuthenTec’s beginnings in the late 90’s as a spinoff from the defense contractor Harris Corporation (named by Wired Magazine as the #2 threat to internet privacy in the US), based in Melbourne, Florida Early versions of the technology that became TouchID, the sensors for which were many times larger than today’s iPhones themselves!AuthenTec “not very Apple-like” website on Archive.org (and screenshot)AuthenTec’s  deal that almost was to put their technology and sensors  into Samsung’s flagship phones  Apple’s acquisition of AuthenTec for $356 million in July 2012, and the rapid introduction of TouchID in the iPhone 5S one year later in September 2013Sponsors:ServiceNow: https://bit.ly/acqsnaiagentsHuntress: https://bit.ly/acqhuntressVanta: https://bit.ly/acquiredvanta  Followups: Merging of Alaska & Virgin America loyalty programs (woo!) Walmart announces major reorg following the Jet acquisitionSnap Inc. IPO  drama is  mounting! (we can’t wait to cover this one)  The Carve Out: Ben: Rands in Repose: The SituationDavid: Daily Rituals: How Artists WorkMore Acquired!:Get email updates with hints on next episode and follow-ups from recent episodesJoin the SlackSubscribe to ACQ2Merch Store!

I think we should leave it in. All right. Yes, Melbourne, Florida, which Melbourne, Australia might be more of a tech hub than Melbourne, Florida. Welcome back to episode 30 of Acquired, the podcast about technology acquisitions and IPOs. I'm Ben Gilbert. I'm David Rosenthal. And we are your hosts. Today's episode, we're covering two acquisitions that we believe go together nicely. Apple's acquisition of PA Semi and Authentic. We think it's a really nice way to mark the 10th anniversary of the iPhone, just a few weeks ago. These acquisitions led Apple's A-series chips inside the phone and the Touch ID sensor, which have a

nice confluence where they work together well. Indeed. David, how are you doing today? I am doing good. I am in cold but sunny Boston today. Hey, I'm in cold but cloudy Seattle. It's kind of crazy that this is episode 30. I feel like we need like a like a birthday party for Acquired or something. We're getting old. I know. I know. Well, I'm marking it by being highly, highly caffeinated. And for listeners, most episodes we record in the evenings. And today I'm recording from home, David's recording from the road and a sip of coffee. Morning show. Yeah.

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Yep. So learn how you can put AI agents to work for your people by clicking the link in the show notes or going to servicenow.com slash AI dash agents. All right. Should we dive into it with the history and facts? I think so. I just want to throw in a quick note before we dive in. We want to say if you've been a listener of the show for a long time or if you're new to the show and like the episode, we would love a review on iTunes.

We'd really appreciate sharing with your friends on Twitter, Facebook, LinkedIn, emailing out to your company, whatever you feel is appropriate. It's how we grow the show and it's how we get new listeners. And also wanted to let everyone know we have a Slack channel. We talked about it a lot at earlier episodes in the show, but haven't mentioned it in a while. There's over 400 of us in the Acquired community hanging out and talking about deals that happen in real time that are too recent to cover on the show, talking about past episodes, sharing tips, posting jobs, all sorts of things. So join us. If you go to Acquired.fm, you can join the Slack there. Yeah, awesome. Look forward to seeing many of you in there. All right, let's dive in. So I'm going to start with PA Semi, which was funny when we were chatting about uh preparing

for the show ben was like oh yeah weren't they like based in israel or something i was like i don't think so and then i looked it up and it turns out that pa semi uh it was founded in 2003 and it was originally called palo alto semiconductor. But then like right after they were founded, they moved to Santa Clara. So rather than changing the name, they just decided to go by PA Semi because they were no longer in Palo Alto, but right down the street. So the founder of the original Palo Alto Semiconductor was actually kind of a celebrity in the chip, uh, design industry called Dan Dauberful. I hope I'm pronouncing that right. But he, uh, he had been a lead chip designer, uh, way back in the seventies and eighties for deck. Um, and it'd become kind of a celebrity in the field. He actually wrote a leading textbook, um, that, uh, that talked about

chip design that was used at colleges all across the country. And he worked first on the DEC alpha chip while he was there in the 70s and 80s. And then he got involved in the ARM world and built DECs, built the team actually in, moved to California and built the team in California for DEC that made the strong arm processors, which were sort of higher powered versions of processors based on the arm chipset. And they tried to commercialize it and thought maybe, you know, sort of mobile devices might be an application for this. This was in the mid-90s. Couldn't make it work. They end up selling the whole division to Intel.

Dan goes with it to Intel. And then that becomes the X-scale chip at Intel, which would power a lot of the BlackBerrys that RIM was putting out in the late 90s and early 2000s, which was kind of cool. Yeah. Do you think we should take a minute just to, for less, you know, this is an extremely technical episode, um, for, uh, for folks not in the semiconductor world and, and, uh, which includes Ben and me and yeah,

yeah, right. That's a, that's a great thing to start off with. Um, should we sort of explain the, the, the difference between ARM and x86, at least at a high level? Yeah, yeah, yeah. Let's do that at a high level. Why don't you go ahead? And also, good disclaimer here that Ben and I are sort of playing experts on TV here about the semiconductor industry, but I'm sure we're going to miss a lot of stuff. So listeners, if you know about semis, jump in the Slack or email us and tell us what

we got wrong, and we'll correct ourselves on a following show. Yeah, so without getting too into the details, typically computers, as we know them, desktop computers, laptops, and servers, use x86 architecture from Intel. And there were efforts made kind of starting, or at least most popularized by ARM, to do a different chip architecture with a different instruction set of assembly language that was more restricted but a lot lower power. Intel has had attempts over the years to come up with lower power chips. The Atom processor is a great example of this. But the reason why ARM chips in our iPhones, iPads, and many other things have come to be extremely popular in the last few years is because as we move to mobile devices, we have stricter power requirements when we cannot plug things into the wall.

Yeah, and we'll get into this in a minute when we actually get into PA Semi. But that's exactly what Dan became known for, Dan Dauberfell, as sort of an expert on pushing the limits of this power to performance tradeoff in chip design. But so this first strong arm, you know, it was kind of too early for the market in this. And so he leaves Intel in the late 90s and actually found another company before starting PA Semi. And that's a company called Sybyte. And Sybyte is focused on making chips for this is sort of like, you know, the run up of the internet bubble, making chips for routers and networking gear, because everybody's you know, these are like the three calm days days and everybody's obsessed with the build out of internet infrastructure. So the big

market for chips is actually in, you know, Cisco 3Com routers. And Sybyte is sort of like hits the timing exactly right for the market, ends up getting acquired by Broadcom, the big chip company, public chip company, before they even released their product for over $2 billion in late 2000. Talk about being in the right place at the right time. And this is great. This is where Dan's textbook, it turns out, helps in this acquisition because the CEO of Broadcom gave a quote to the Wall Street Journal about the acquisition. It said, he first came across Mr. Dauberful in college when he studied the engineer's textbook on processor design. And he quotes and he says, Sidebyte has the best engineering team he's ever seen. So there you go, write a textbook, get acquired for $2

billion. It's that simple. So Dan stays at, uh, at Broadcom after the acquisition for a couple of years, but late 2003, he sort of sees mobile coming. He's ready to leave and try the low power, uh, start a company to do low power chips again. And he starts Palo Alto semiconductor. Um, and they end up raising money, um, right out of the gate and then through a couple rounds from Bessemer, Venrock, Highland. And then later on, Texas Instruments actually invests a lot of money in the company. And they're working on these sort of like very low power, but combined with high performance chips.

But they're initially using the Power instruction set architecture, which is, as Ben was mentioning, x86 and ARM. That's a third instruction set that folks might remember was initially used by Max before Steve Jobs made the famous announcement that Max were going to switch to Intel. Yeah, which, you know, this all happened at sort of an interesting confluence of time where that was announced, I believe, in 2005 on stage at Macworld. The first Macs emerged in 2006, and then in 2007, they were fully moved over to Intel. Yeah, so it was WWDC 2005 when Steve announces that the Mac had had this secret life for the last 10 years. And this was actually coming out of the next acquisition that the Mac operating system in secret had been able to run on Intel chips so that Apple would be able to switch over to Intel at any point if it felt it needed to for strategic

reasons. And this like I got it's such a good dramatic Jobsian reveal, the fact that the last two versions, or at least one version of Mac OS 10 had actually shipped with these universal binaries to or the ability to run universal binaries on x86 architecture, or the the power PC architecture, and he pulled up you know images of the cds that are in people's homes on their computers and said you actually have this right now we've just disabled it yeah super cool such a steve jobs moment and like who else but steve jobs i mean like ben and i geek out about all this history but i bet a lot of listeners are like you know instructions said like chip architecture like this is not why i

buy products but right right you know when steve made this announcement this was like national news everybody was floored like who else but steve jobs could make switching chip set architectures into such a huge announcement well and yeah it's it's uh you know very similar to the time when Bill Gates came on that gigantic screen to WWDC and addressed the group. This was marking the enemy, Microsoft group of evil companies that did not represent the interests of Mac users and the creative professional in the future. And here they were basically signing a truce on stage. Yeah. And this is directly related to the history of PA Semi and their interactions with Apple because PA Semi, it turns out, had actually been working with Apple for several months up before this announcement

and they had no idea it was coming. So when Dan and the company, they were targeting the embedded market and low power devices and mobile, they weren't actually thinking about smartphones because smartphones didn't really exist yet. They were thinking about ultra portable laptops um and so they had been working with apple behind the scenes uh trying to bid for the contract to be the main provider of chips for the next set

of macbooks um and they they were convinced that they were going to win this contract from apple and this was going to be huge and make the company. And, uh, and then WWDC rolls around, Steve goes on stage, makes this announcement, they're switching to Intel. And, you know, apparently Dan and the company were just like floored and completely furious because this blew up the deal that they were working on that they thought was going to make the company. Wow. Um, so at, at this point, this was this was 2005. Apple doesn't end up acquiring PA Semi until 2008. So after the launch of the iPhone. After the launch of the iPhone, right. And the iPhone isn't going to debut for another two years. And a lot of people think PA Semi is kind of left for

dead at this point. They have this incredible technology. It really was kind of a 10X. We talk in VC and startups about, you know, you need a 10X better product to really be disruptive in the market. And their technology really was 10X better on power savings, but they were targeting the power PC architecture. And that market just, you know, wasn't there, especially with Apple switching

over to Intel. So PA Semi kind of bumps along, they eventually do release a processor, 64 bit dual core processor, huge power savings comes out in 2007. But, you know, there's not a big market for it. That was the only only product they ever released, right? Was the only Yep, right? Yep, I believe that is the only chip they ever released into the market. But then at the same time, the iPhone comes out. And the iPhone initially, folks might remember, the first few versions of the iPhone, the original one, the 3G and the 3GS, all used Samsung processors. And so for a whole bunch of reasons, Apple is really interested in moving away from Samsung processors.

And then in 2008, they end up acquiring PA Semi for $278 million in cash, which is a decent outcome, but the company raised $86 million. We don't know at what valuation, but it must have been at least somewhere in the mid-hundred millions, so not a huge outcome for investors. And certainly relative to Dan's previous company, Sybyte, that's an order of magnitude smaller. Yeah. And it's worth taking a quick pause here that that 86 million figure, you might think, you know, how could a company of 150 employees that was around for four years that needs to design and manufacture microprocessors and systems on a chip, like how, or I guess just microprocessors, how could they, you know, only raise that

much money? And it's because they were a, a fabless chip company. They were not, you know, actually making these things themselves. They were, what most people do is, is they use a chip fab in China or somewhere else with, you know, less expensive labor costs to, to manufacture the chips. And they themselves are designing the architecture and laying out the board. And actually that, uh, there was a lot of speculation when, when Texas instruments, uh, invested in PA semi that, um, their fabrication plants, cause TI has their own chip fabs would be used to manufacture those, those, uh, those

processors. So that was kind of a big strategic investor for them yeah totally and um what's funny though when the acquisition happened and uh i was going back and rereading some of the articles um about the deal when it came out you know i don't know ben you saw the same things most people didn't really realize that this was about the iphone um cause this is 2008 and, um, I believe the 3g had come out at this point, not yet the 3gs, but the iPhone was still pretty small. Like it was very, um, you know, it had a lot of buzz, but people didn't really realize yet that, you know, the iPhone was about to become Apple and that the Mac was going to take a backseat. People were still thinking about the iPod as being,

it was still, I believe at that point, I'm not sure, but roughly the same size or bigger than the iPhone. So all the press at the time of the deal, they were really confused about like, why is Apple finally buying PA S they switched to intel are they thinking about you know a new ultra portable that they're bringing out that they might bring back the power pc architecture well i mean it is interesting i i'd love to get your take on this like what i mean they were they were clearly brilliant people there that were specifically brilliant at chip design but you know they weren't working on arm processors no uh but what did happen is um uh you know right away they basically stopped all the

work that pasmi was doing on um their own stuff and they put the team on apple already had an existing project working on an arm design working working on what would become the A4, the first Apple chip that they would put out, which actually launched with the iPad when the original iPad was introduced. This was a big selling point. And the whole team from PA Semi got put on that. And of course, Dan is sort of this legend

in low power performance trade-off. So they really accelerated the work. Yeah, good point. So yeah, 2010, Steve Jobs introduces the original iPad. And it was really fun doing the research, going back, watching that keynote and watching the product introduction video. Scott Forrestal takes up like half of the video, of the product video, which is pretty funny. Yeah, poor guy. Scott Forrestal takes up like half of the video of the product video, which is pretty funny.

Yeah, poor, poor guy. And all the, all the apps like so much, you know, skeuomorphic design. It was, it was actually sort of painful to look at. Yeah, yeah, I bet. It's weird how so like, you know, the lickability was a thing at the time in UI and you want to like touch it and now it's just like it's a whole bunch of wasted rendering yeah total sidebar too i kept thinking you know this was 2010 when it launched and i'm looking at this you know we're here in january 2017 which you know we talk about a theme on this show that um things move really fast in tech and waves keep coming successively faster but like that was not that long ago and both the software and the hardware of the original ipad you know steve and johnny

ive and everybody is touting it is so incredibly advanced at the product launch and now it looks like a dinosaur right and it was at the time i mean i i uh i had the first ipad and i i remember thinking this thing is like a marvel but knowing even then that this one would be known as the heavy one like it was you really couldn't hold it out in front of you with one hand for any meaningful amount of time without your arm getting tired yeah and uh you know the bezel had it too. I bought it on launch day and lined up for it. Nice. It was great. I used it so much. But now, you know, now I've got my iPhone 7 Plus.

I don't have an iPad anymore. And it's like weighs, you know, has almost as much screen real estate, maybe not almost, a significant enough screen real estate and weighs almost nothing and battery lasts forever uh amazing how technology moves truly so that's the story of pa semi the authentic story uh we'll run through a little more quickly because it's uh less interesting um in in whole but but it's sort of new we haven't seen something quite like this yet on acquired i think authentic um was based in the technology hotbed of melbourne florida which i did not know until i started doing the research here but there is um i believe the

largest employer in melbourne is a company called harris um which is a giant uh defense contractor and it was actually named by wireired, the things you learn during doing research for this show, named by Wired Magazine as the number two threat to internet privacy in America in 2015. Right behind the NSA. They make

the main product I believe that Harris makes now are, what are they called? I want to say Stingray, that could be wrong they're basically like fake cell phone towers that um your phone will try to connect to and then through that you know they the government or whoever there uh owns these things then can track phones huge privacy uh controversy around this company creepy but they uh But they had, in the 90s, they had a big semiconductor division

and they kind of went through, must have gone through a strategic review and decided that they were going to change that part of their corporate structure. They end up spinning off the entire semiconductor division in 1999. but right before they do that in 1998 they spin off this company called Authentech and Authentech was going to work on specific you know security and authentication technology for embedded devices and this was back in 1998 so you know way before smartphones are

even um a concept um yeah and uh there's actually this really great article that we'll link to in the show notes of the for the ceo of authentic um uh is uh after the apple acquisition he goes back and he gives a talk at um I believe, NC State, which was his alma mater. And he brings one of the prototypes of Authentic's first product, which is basically the Touch ID sensor that's in the iPhone. But it's many times larger than an iPhone itself. Now it's this huge box with a separate box attached by a big ribbon cable that you stick your hand on. And it like worked, you know, 5% of the time. To draw an analogy, it sure reminds me of playing with an Oculus in 2016, 2017.

Yeah, definitely. So Authentic works on this technology for a long time. They actually go public themselves in 2007. We keep refining the technology and selling it to any customers along the way and applications that would find it interesting. And then finally, in 2011, they do sort of a collaboration with NXP Semiconductors

and a software firm called Device device fidelity that was working on mobile payment software and they sort of like create this suite of both hardware and software that's aimed to enable fingerprint authentication for nfc mobile payments for the android ecosystem so this was kind of the age of when everybody was all excited about nfc yeah um this was a big selling point for a lot of android phone manufacturers and so this consortium actually wins contracts with motorola nokia and then finally with samsung and this was going to be a huge deal samsung was going to put this system in their coming flagship phones uh this was it was july 2012 beginning of july 2012 when samsung announces um this that they're going to integrate

this technology in their new set of phones and then almost immediately thereafter late july 2012 on july 27th apple acquires the company. Hey! Which was a big coup. I mean, we've talked about it on the Android episode and a bunch of episodes in the past. This was like the height of the smartphone wars. Samsung had emerged with copying Apple, you know, feature for feature, and this was going to be a big innovative thing

that Samsung was going to launch. Apple swoops in and acquires the company. And it's interesting that I remember hearing about this when it happened and looking it up and going, oh, fingerprint recognition and kind of being like, well, maybe they'll do that on Macs at some point or the iPhone at some point. But the thing that totally got lost in that story was the payment stuff. Yeah, it's funny that that, you know, with with Apple Pay becoming one of the major advantages to having Touch ID that, you, that, that had its roots all the way back in, in authentic. Yeah. Uh, and you know, more than a decade before. Um, and it's pretty amazing. I mean, the, the, that time and that amount of R and D over the decade plus that had gone into this

product, um, I think really did make it, uh, make it differentiated in the market because, you know, Apple acquires the company end of July, 2012. And it's just almost exactly a year later when, um, well, they announced they were acquiring the company end of July, 2012. The acquisition probably doesn't close for another couple months, at least because Authentic's a public company at this point. And it was beginning of September 2013, the very next year, when the iPhone 5S comes out that has the Touch ID sensor. So the turnaround time on this is like basically immediate in terms of product development when you're integrating, you know, an acquisition. So this was an incredibly speedy job by the Apple team.

And I think it speaks to the maturity of the product. Totally, totally. And I've got a couple of interesting tidbits here. I went to the Wayback Machine, archive.org, and looked up Authentic from February 22, 2011. And you look at their website, and it really is the whole suite of very unapple like authentication methods from from that era there's like a little banner and we can include this link in the show notes there's a little banner there that says does your pc have a touch sensor and it's got uh it's got that little like swipe down thing that's on a lot of the a lot of the pcs to log in there's an ad for the hp

simple pass 2011 powered by authententic's identity management system. Oh, man. There's this laptop with phones with it. So much garbage product names. Yeah, totally. Totally. And you look at this, and the kind of high-level point I'm trying to make is this company looks nothing like an Apple company. It's kind of the antithesis of, from a go-to-market and product perspective

of the way that Apple reaches customers. I mean, they have like eight other companies' logos all over this website. And what their little, their quote, let me pull up the Steve Dowling quote, you know, that they always give when they acquire a company is Apple buys smaller technology companies from time to time. And we generally do not comment on

our purposes and plans. And that's truly how they look at it that, you know, we're buying a technology here, like we could not care about the way that they're going to market right now, the way that their products look or are defined. It's literally like, look at all this R&D these people have done done we're buying a technology company yeah well i think this is a perfect transition unless you have anything else to go into acquisition category uh i do have a couple a couple little things okay go ahead one uh on this show as as listeners know we love when public companies acquire other public companies because we get to learn things um apple paid a 58% premium for Authentic

over their existing or their current trading market cap. And a lot of this was powered because Samsung was one of its biggest customers and believed to be also making a play. So I don't believe there was a counter offer, but Apple did go in high to make sure that they got the deal. We've seen in other episodes where we've reviewed public companies buying other public companies, you see 18% to 30% as the premium that existing management teams and boards are willing to accept as a acquisition bid. And this is, you know, dramatically higher than other ones we've seen. And it did come with a termination

fee of 20 million in case there were antitrust issues and the deal didn't close. Yeah, it's interesting, though. I mean, the sticker price was 356 million, which I don't think we mentioned earlier, we should have um so yeah that was uh at that almost 60 premium um 356 million when you take a step back that's a large premium but like that's not that much money and it's interesting that samsung either didn't counter offer or if they did you know not buy enough to win the deal um for you know when you're talking about not that much money relative to the amount of uh what we'll get into this uh in grading um grading the show but the amount of money in the smartphone you know hardware sales for a really

differentiating feature like this um interesting move by Samsung not to let this one go, especially they just announced earlier that month, this big deal that they were going to include this as a flagship feature in future smartphones. Yep. Yep. And then before we move on to it's worth noting, you know, we're covering two very big landmark deals here. But Apple spent over half a billion dollars after, uh, um, after acquiring PA semi on, on other, um, you know, semiconductor and processor related companies, uh, in, in Trinity, passive semiconductors, prime sense. They really, uh, you know, it wasn't just that they developed it wholly in house then after acquiring PA semi.

Yep. Yep. Uh, definitely. And they may, did they acquire other authentication companies along the way too? I'm actually not sure. I think smaller ones, but this was definitely the, you know, you look at an iPhone, you identify it has a screen and a button with a fingerprint sensor. And this was the fingerprint sensor. This was the main tech behind it. Yeah. All right. Acquisition category. Let's do it. Let's do it. So yeah, Ben, what you were saying earlier, what I think is interesting about these two deals is they are both of them very directly related to flagship features of iOS devices, both iPhones and iPads that would become differentiators in the market. So they make sense to do together

as one episode in that sense. But I actually think they are two different categories based on the history of how the integration happened. You know, with PA Semi, clearly like Apple was already working on their own ARM chips that they would release with the iPad. But this was about getting sort of the best talent in the world to come and join the team and execute with them. And then on the Authentech side, so I think the PA Semi acquisition was very much a people acquisition, very technically minded people. That's only 1.8 million per employee. I mean, it's actually not like insane if you think that if you are Apple making the bet

that this is going to have tremendous business impact and there's not other people of this caliber. I mean, this is literally the guy that wrote the book on low power, high performance chip power, high, uh, high performance chip design. Um, but then Authentic is interesting. You know, this is a company, uh, that was a spin out from a defense contractor based in, uh, in Melbourne, Florida. And, uh, uh, and I, and I believe most of the people from the Authentic acquisition are, are no longer at Apple at Apple, or if they are, perhaps it moved to Cupertino. That was very clearly a specific technology in the fingerprint sensor that became Touch ID that they acquired. So they both accomplished the same goal, but it's interesting. I think they took very

different routes in each acquisition. Yep. David, I couldn't agree with you more. That's exactly what I had in my notes. And I want to just make a drill in a little bit further on one point that you made that of why it makes sense to do these, these two companies together. The ability of Apple to integrate these two products creates an advantage that other manufacturers don't have. So the A-series chip have something that Apple markets as the secure enclave, which means that it has the ability to do processing specifically of security applications in an isolated way from other things going on on the uh on the chip itself yeah and importantly locally on the device yes yes so um not only so when you do your touch id fingerprint not only does it not round trip to the server it doesn't get to memory and it doesn't even get to the the main cpu so you're or i guess the main core of, uh, of the processor. So the touch ID sensor operates,

you know, fully in an isolated way. And, uh, and, and, you know, we've seen, um, we've seen that really paid dividends for, for Apple going toe to toe with, you know, the FBI. Yeah. And the San Bernardino shooting case. Yeah. And I think, you know, I think when Apple plants a flag in the ground and says we're serious about device security, and that I don't want to get into the morality and politics of that because I think that's a different discussion, but they really are able to say that all the security vectors

that people would normally do to get into devices by, you know, rooting it or having direct hardware access. Like, you just, those fingerprints and, you know, the ghosts in memory of those fingerprints don't even ever exist to be able to go and get them later. So I think that the integration of these two technologies is something that, as Tim Cook would put it, quote-unquote, only Apple would be able to take this approach. Yeah, and this is definitely going to be one of my tech themes, which we can talk a little bit more about later.

But I'm thinking back to the next episode and Steve Jobs quoting that if you're really serious about software, you need to make your own hardware. Which I think he ripped off from Alan Kay, right? Yes, exactly. And he attributed the quote to Alan Kay when he said it. But the classic case of that here, and it really is, I mean, this is a key differentiator of the iOS ecosystem and devices now for a lot of people, especially in the, you know, in the post privacy, post truth world we live in, um, that, uh, uh, that, that no other, you know, the Android ecosystem can't make these claims. Um, no other device manufacturer can. Um, also I find it incredibly ironic that authentic is a spin out from a major defense contractor ranked by Wired Magazine as right behind the NSA in terms of, you know, decreasing privacy

on the internet, and then becomes a cornerstone of Apple's privacy strategy. Yeah. The irony is thick. It is thick. It is thick. All right, listeners, our next sponsor is a new friend of the show, Huntress. Huntress is one of the fastest growing and most loved cybersecurity companies today. It's purpose built for small to midsize businesses and provides enterprise grade security with the technology, services, and expertise needed to protect you. They offer a revolutionary approach to managed cybersecurity that isn't only about tech, it's about real people providing real defense around the clock. So how does it work? Well, you probably already know this,

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head on over to huntress.com slash acquired or click the link in the show notes. Our huge thanks to Huntress. All right, should we move on to what would have happened otherwise? Yeah, and I think one thing that I want to raise now but not talk about until we're grading it is I talked about this Tim Cook marketing speak, only Apple, and the advantage that these two technologies combined together under the same roof and the same engineering team give.

I think it's interesting for us later to examine what was the actual business impact of that. Yeah. What would have happened otherwise? You know, I have two sort of notes here. One is who else could Apple have bought or how else could Apple have gotten here? And let's look at PA Semi first. It was basically a build or buy decision for Apple. And clearly they were working on building anyway, but this just rapidly,

rapidly accelerated their pace. And then with Authentic, you know, it truly was competitive. Like Samsung was very clearly skating in the same place and they were already, Authentic was already sort of in the Android ecosystem. So it wouldn't have surprised me if somebody in the Android ecosystem that was budding and becoming the, at this point, I think it was kind of overtaking Apple and becoming the more popular, not the more profitable, but the more popular operating system. And I could see that one going to a different company. And then the question for Apple is, you know, how would they have been able to build out the feature that they wanted to build without bringing Authentic in-house? Yep, spot on. And I think this whole, that discussion, especially Samsung's failure to either submit a competitive bid for Authentic or a compelling one, I think just really reflects the difference

in perspective about products at Apple versus many of their competitors in the ecosystem. You know, Apple really say what you will about them. And I think they, as we move further into the maturity, the maturing phase of mobile devices and people start to look to the next generation, there are a lot of legitimate questions compellingness to a user perspective. And they realized that they had a vision of what this integrated product that we were just talking about, about not only the convenience of unlocking your phone and paying with your fingerprint for mobile devices,

but the security and the necessity of doing that with in-house technologies versus their competitors in the Android ecosystem. And I really don't think any of them can make the same claims around both security and privacy and also seamlessness that Apple can in this arena. Nope, totally agreed. There's one other thing i just i don't think it's insightful i just find it hilarious that uh in in 2008 cnet wrote this

article that uh uh was um pointing out that apple made a choice here with arm with the iphone and yet intel their you know their partner for all their Mac computers had a low power chip they were developing called the Atom. And they write this whole article analyzing why it seems like Apple's not going to go with the Atom chip. But the title of the article is Apple unlikely to get up an Atom. And I just read it and was like, boo. That's like a dad joke if I ever heard one. All right. Tech themes? Tech themes.

You know, I don't know if this was apparent to them at the time, but when you look at the proliferation of applications that Apple has been able to go into with first party hardware that, you know, they never would have dreamed of 10 years ago. It's incredible. And it's all powered by the work that they did on the A-series chips. So we look at the Apple Watch, which has the S2 chip, which is the system, they call it the system in a package. So not just the, you know, system on a chip, but they actually package other, other sensors with it. Um, the ear pods have custom Silicon, the, the W one chip, the touch bar has the T one, which basically, uh, is a, uh, um, forked version of watch OS that it runs. Um, and, and as a similar architecture, it's incredible that, um, Apple's been able to so finely tune their products because they've been able to control

the underlying chip and surrounding pieces of that rather than buying it from a third party. And Apple, we view as a vertically integrated company. And they're modular in so many ways. They have tons of suppliers. They negotiate fiercely. They combine hundreds of other companies' products into their own and then put a nice case on it. But for the things that they think can really differentiate them and really provide a strategic advantage for the long term, they bring it in-house. And doing that with the silicon and vertically integrating the silicon and all their products really enabled all these new product categories that they're trying to go after today. And I don't think any of them will be as, uh, as successful or profitable as the iPhone. Um, I think that was a unique moment in history,

but, um, it, it, it sure is allowing them to go, go new places. Yeah. This was one of my two that, you know, talked about, you know, sort of the, this idea that, you know, about you know sort of the this idea that you know if you care about software you make your own hardware the allen k concept um but i think it's uh i wanted to talk about it in the lens of there are very very few technology companies that really take that to heart and they tend to be you know the giant most successful enduring companies that do, you know, the Apple, um, you know, Google with what they're doing with, um, with, with their data centers, uh, and with, uh, you know, and, and then slightly, you know, one level up the stack with, uh, TensorFlow and all the machine learning, you know, tools and technology they're creating, um, Amazon certainly with Amazon web services. Um, and I think, you know, that balance, if you really want to build an enormous and sustaining technology franchise, you know, it's certainly Microsoft does this too.

Um, uh, and, and Facebook is beginning to, um, you have to make that transition, but you can't do that as a startup, right? Like, it would be a fool's errand, you know? Xiaomi tried. Well, right. And they are, you know, at this moment in time, I think, I think struggling a little bit relative to expectations. But you know, like Baidu does the same thing, Alibaba. But you know, the question of when to make that transition in the lifecycle of the company is a, an important strategic one, you know, certainly, I don't think I would recommend

baby startups doing it, you know, as a startup, you want to embrace standing on the shoulders of giants. But at some point, if you really want to compete with the big boys, you kind of have to become a giant yourself. It's true. It's true. Another interesting data point on this. So according to Geekbench, and this is from a Verge article we can link to, called the iPhone 7 A10 Fusion Processor and Intel's Future, the single core performance of Apple's latest generation of smartphone processors, the A10 Fusion, has basically caught up with Intel's laptop CPUs and actually rivals the single-core performance of the Mac Pro.

I mean, I'll be at a few years old, but the single-core performance of the chip in my phone is rivaling Intel's laptop chips. And of course, there's all sorts of advantages to being in a tower, you can put in GPUs and as much RAM as you want, and, you know, a lot more complexity without having to worry about storage. But you know, the market for those really high end that really that high end power is shrinking and the or the market for low power chips is growing dramatically.

Yeah, it has grown dramatically what i think i mean i've found since upgrading to the seven plus i had the six plus you know not the s the sort of two two and a half year old uh model um at this point before upgrading like i've noticed a dramatic difference in performance Yeah. If we really want to go tech trends and themes, how much does all this matter going forward? It's clearly been super important in the last decade, uh, to have, uh, um, all this power on our, our phones, but are we going to shift back toward the, the tick tock of, of, you know, powerful on the client, powerful on the server, powerful on the client, powerful on the server.

In this world of cloud and machine learning and relying on a lot of remote infrastructure for our computing, is this going to be less of a competitive differentiator? And how much does this world of arm matter in the land of machine learning and cloud? Yeah, 100%. This is actually two other tech themes I wanted to lump together and cover quickly. This sort of, I don't think answering that question, but furthering the context for it. You know, one is sort of market timing and waves. And I think, you know, the PSMI history illustrates this so perfectly,

right? You know, like, and we talk about on the show so often, we covered in our 2016 review episode, you know, the key to startup and venture capital is, you know, targeting the big market at the right time, and the right time of the wave. And, you know, Apple with the iPhone just got it so, you know, so right, probably the most right of any, you know, sort of combination of size and timing of waves in history with the smartphone market, like technology had just gotten to the point and consumer willingness to adopt had just gotten to the point where it was possible you know the first processor in the first iphone was like a i think it was 416 megahertz i believe from samsung and like it was just barely enough to make the thing work you know yeah but it was just barely enough and uh and but

but now as the product as the market has matured and we've got, you know, a chip in our iPhones that literally is as powerful as a Mac Pro a couple of years ago. How much more power do we need? You know, we're at a mature point, at least maturing point in the smartphone market. The other theme I wanted to tie that to is just like both of these acquisitions are total Clayton Christensen sustaining innovations, not disruptive innovations. You know, they are sustaining this wave that Apple's on. But as you pointed out with your question, the critical question for the tech industry, for us as investors, as startups, as people working in it right now is what is the next wave, you know, because the, this past wave that we've been writing of mobile and smartphones, while being the largest and most prolific in history, you know, it's mature now. It's cresting. Yeah. And the, you know, the title of that book and the phrase, what got you here won't get you

there starts to come to mind where you were going to get into grading here in a minute but um you know having their own their own in-house silicon and and to a lesser extent security features um gave apple a lot of advantages to to keep their experience lead over samsung and other Android manufacturers and to really be able to produce the best quality, most differentiated experience phones. And I think that was hundreds of billions of dollars in revenue that we can attribute to that. But looking around and as the dust starts to settle today and looking at what's next, I am not convinced that actually sets Apple up for the future in a way that matters in the next wave of experiences. Yep. Completely agree. Especially if the next wave of experiences are primarily machine learning driven, data and data science driven, and most importantly,

as a result of that, service driven innovations, you know, not hardware, not software, but service driven innovations. You know, that is not in Apple's DNA. No, it's not. And they, I forget what they called it, differential, what's the thing where they do the machine learning on the device for the photos that they touted at WWDC? Oh, I don't remember. Differential privacy? Yeah. Well, you do that, listeners, Apple is taking the position that they can do a lot of this really advanced machine learning and cool applications that you're seeing from Google and others, that they can do it on the device and they can do it without sending your identifiable information into the cloud and potentially compromising your security at a request in the future.

And they're publishing papers on it and they're actually using a lot of methods that were published by Google engineers years ago. And it's interesting. they're using a lot of methods that were published by Google engineers years ago. And it's interesting. I fundamentally don't think that the on-device way of doing this will win out on the long run relative to having all of your data in close proximity to each other that's not bandwidth constrained all in data centers. Yeah. I mean, we're still in early, early innings of this wave.

So we don't know, but I do tend to agree with you. I mean, to the extent that the quality of machine learning and data science is driven by the volume and the quality of data that you have, siloing that data to just what the storage available on your local device and your own data generated from it versus, you know, a Google-like approach where it's, you know, unfathomable amounts of data across the entire world interacting with your product in real time, you know, in all their data centers across the world.

You know, I think Google is going to win that. So we'll see. I think so too. Google, Amazon, Microsoft, like one of these, not Apple, I don't think. I don't think so. Yeah, differential privacy is the name of that feature. Got it. Yeah.

You want to move on to grading it? I think so. So for me, you know, this really is kind of a, uh, as we were talking about sort of a tale of a tale of two cities, a tale of two acquisitions, you know, was the best of best of acquisitions was the worst of acquisitions for, for Apple, you know, on these two companies, they spent a combined 634 million dollars and then as ben pointed out they acquired many other smaller companies in the same uh also in in silicon design so let's call it another half a billion ish let's say they spent around a billion

dollars on this um uh on on these these teams and technologies from the time they launched the A4 in the iPhone, which is with the iPhone four. Um, and, and let's just only look at iPhone and look at the generations from iPhone four to iPhone six. Um, so not the success, not the most recent seven, you know, it's roughly four ish years. And let's just say as a proxy, that that's sort of the competitive advantage period granted by these acquisitions and the speed with which they were able to deploy these differentiating features versus the market. Those, just those generations of iPhones sold about 720 million-ish units at roughly a $600 average selling price. It's a little higher.

So that's over $400 billion of revenue. And let's assume about a 40-ish percent gross margin. It's actually a little higher. You know, you're at sort of $170 billion of gross margin generated by units during that time. And then so, you know, trying to do the math here, like, okay, how much of that is attributable? of gross margin generated by units during that time. And then so, you know, trying to do the math here, like, okay, how much of that is attributable? How much of those sales are attributable to these differentiated features?

I don't know, 10%, 5%. Let's take 5%. That's still almost $10 billion in incremental sort of contribution margin from these acquisitions. So versus a billion dollars spent 10 to one, you know, that's great. At the same time, these are, as we just talked about sustaining acquisitions, you know, I compare them versus, you know, our, our benchmarks of what great acquisitions are

in Instagram and in next, you know, those are, those are acquisitions that generated entirely new, you know, business lines and categories for their companies, you know, in next case, you know, over a trillion dollars worth of, you know, worth of business, I don't think those fall into that category. So for me, I think I give I think I give a B plus slash a minus with a leaning more towards the a minus side, because these were incredibly executed, sustaining innovation, you know, acquisitions, and had they fallen into competitors hands, I think would have changed, impacted the trajectory of, of, you know, Apple's profits versus the competition in this space. Man, David, that's, this is why I love having you as a co-host.

Because you had done the same math and we're about to do the same thing and I just stole your thunder. No, because I didn't do the math and I had this like, I was going to arrive at an A- conclusion through a much more hand wavy method., but the actual analysis to come up with that $10 billion compared to $600-ish million, it's a 16, 17x return. And using all sorts of assumptions and generalities in that model, but here's going to be my A-minus. They made hundreds of billions of dollars of revenue, some amount of that attributable to these acquisitions.

It was tremendous for them getting here, but didn't set them up going forward. So I was going to discount my A to an A- for not being convinced that it meaningfully differentiated them in the future. Yeah. Well, I think we probably both, you know, together we're both at the right combination of like database analysis and big picture gut feel here. And I think you're totally like, I just can't, these were incredibly well executed acquisitions,

but I just can't put them in the same league as Instagram and nest nest, not nest next. We'll have to do nest at some point. I just bought one. I actually really like it. But anyway. Yeah. And you know, the counter argument, I'm going to stick with my grade. But the counter argument would be that, let's say we move to a world where there's not all this heavy compute going on in the phones. And we, rather than having a single device, we have this networked confluence of sensors around us. So we have ear pods and we have a watch and we have a screen, but it may not have the, you know, all the innards of the iPhone in it. And maybe that screen just appears in our glasses or it appears wherever we're looking. Or, you know, there's all sorts of interesting sci-fi futures about what the display could be like. But let's say we decouple all these things.

Even though a lot of that intelligence is going to be done in the cloud, we still live in a world that's kind of, that's more bandwidth constrained than it is compute constrained or storage constrained. And I think that as bandwidth continues to be the issue, that's going to be the gating factor in how much we can push off of our bodies versus actually have with us at all times. And Apple bringing all of this silicon design and production in-house, or at least designed in-house, does allow them to create the best possible experience of this several device ecosystem talking to each other, as we've seen with the earpods providing a meaningfully better experience than pairing most Bluetooth headphones. Yep, I completely agree. And I think that, you know, the truth lies somewhere in the middle. And the reality is, you know, as we talked about, we're still,

this is what makes, you know, our jobs fun and technology as an industry fun. We're still early enough in the next wave or waves, whatever they will be, whether it's machine learning driven services or sensor and very intimately personal device driven technologies. We're still early enough that these stories haven't been written yet. And and these waves come so fast in technology that, you know, both of us have been in this industry less than 10 years, and we've already experienced, you know, multiple waves. So it keeps it fun. Yep, yep. All right, moving on to follow up. Yeah, we got we got three things. So

we covered in our first non technical episode episode the merger of Alaska Airlines and Virgin, or Virgin America. And I sent David a picture recently of I was flying back from vacation, had a little insert in my Alaska seat in front of me. And they really, really, really embraced messaging to all of their customers that they're merging. In the seat back pocket, there's little information things. All the flight attendants were wearing these really well-designed shirts that blend the Virgin brand into the Alaska brand, and extremely informative information on how all the point stuff gets combined. And so I think they're just rolling that

out now to combine all of their uh um the loyalty programs yeah yeah yeah yeah i'm uh as a uh self proclaimed quote west coast resident uh uh jenny and i uh we hardly think of ourselves as living in one city and more just up and down the west Coast at this point. And I'm so excited. I think this is taking, you know, the great Seattle service that Alaska has and Virgin from SFO and LAX and Oakland. Super excited to merge these point programs and keep getting incremental status tiers. Absolutely. Number two, Mark Lurie is starting to make moves at Walmart. They just had a big reorg, created new positions, eliminated others. One thing that we talked about in the Jet episode was if they're going to be serious about rebuilding their organization as a true internet company at Walmart.

And if they're going to sort of be able to move that almost reverse acquired DNA of Jet and kind of like infuse that in Walmart. And we're starting to really see the first steps now. Yeah. News just came out in a memo from Mark Lorre, basically re-orging most of the e-commerce operations at walmart.com. And unsurprisingly, it's mostly Jet folks who are taking over. And I think this, we talked about this on the Jet episode, but just even more firmly positions this as sort of a very,

very expensive talent acquisition that Walmart did. Yeah. And it's interesting how, it's funny how like the price tag actually may make it command more respect internally. Like if they had bought it for $1 billion, you could see like people inside being like, eh, we don't have to listen to this guy. But with like a more expensive price tag comes a more necessary adherence. Man, that is some dysfunctional organizational behavior, as they would put it in business school. But I actually, I can totally see that being true. Yeah. And then one other thing that's kind of a tech theme we can pull out of this is when we originally started doing the show, it was for David and I to understand why successful acquisitions

went well, what were the characteristics. And as we started companies in the future that would, you know, if not IPO, hopefully sell to larger companies, how to make those more successful within the company. And one theme that we immediately identified that Facebook does very well is this keep the team separate mantra, where you let teams exist on their own for a long time. This is a big part of change management, just sort of like message what's changing, message what's not, and allow the good things to continue for as long as possible from the smaller organization. A second big one that we're now seeing that I think we saw first in the Accompli episode,

where Javier Soltero took the lead for all of outlook at microsoft is when you acquire the company promote their leader to be the leader of the organization that they're coming into and and allow all the goodness from the company that you acquired to actually um you know grow in that that much uh larger tree of the organization chart rather than existing just down in there their little thing yep well and i think I think it really depends on what the acquiring organization's sort of goals and needs and realities are. Facebook can take the luxury with a lot of their acquisitions of letting them flourish and operate on their own because the core Facebook business at this point, you know, we talked about on the IPO episode at one point it was quite challenged, but, um,

you know, at this point it's doing so well versus a Walmart where, you know, they're just battening down the hatches versus, versus Amazon. And, you know, in particular, I got to think if I'm at Walmart right now and I see Amazon Go and Prime Air and drone deliveries, like I've got to be just terrified of what that's going to do to my business. You know, they don't have that luxury. Right, right, right. Third and last follow-up we wanted to do is the news to be expected. Drama is mounting around the Snap Inc IPO that is hotly expected in a few months. There was an article, a series of articles, I believe right at the end of 2016, about potential fraud at the company and

overstating their growth numbers. And then news just came out this week that, unsurprisingly, there, Evan Spiegel and Bobby Murphy are going to have super voting shares and control the vast majority of the voting shares of the company. This is going to make for an excellent acquired episode when the IPO finally does happen later this year. We can't wait to get all these issues at least resolved in the context of the IPO and dig in. Yep, I can't wait either. All right. With that, should we wrap up with carve outs? Yeah.

So mine, I was going to recommend a whole blog, but I want to save more posts on this blog for future carve outs because there's so many good ones. There's a guy named Michael Lopp, who was a longtime engineering manager at Apple and then Pinterest. And now I believe he runs engineering at Slack. And he writes under the pseudonym Rans. And he writes at ransinrepose.com. And there's a great piece that he wrote late last year called The Situation.

And it's about that situation where something bad happened at your company. You need to have a meeting about it. Everybody's sitting there in the meeting and kind of all looking at each other like, uh-oh, what's the right protocol for this? Who's on the line? What do we need to do? What are the steps? And it's all about the way that you feel in that moment in a really beautiful writing style and a pretty good actual means of dealing

with escalation like this and understanding, you know, what are the logical steps that need to be taken in varying types of situations. So just love his writing style. Obviously, the content is super applicable for anyone in a tech or engineering organization and highly recommend it. Yeah, even beyond tech and engineering organizations, the number of quote-unquote situations I come across on a monthly, if not weekly basis. I need to read that post. It's great. It's part of a lot of his posts

are basically the pre-writing for a book called managing humans that he's got. So I think I haven't read the book yet. It'll probably be my carve out when I actually do read it, but I'm highly recommend it. It reminds me of a total aside, but when I, when I first, when I came back from business school to Madrona and first started working on, on, on boards as a venture capitalist, I asked Sujal Patel, who was the founder and CEO of Isilon, which is a very successful storage company and former Madrona portfolio company in Seattle, you know, sort of what advice he had as a successful CEO and having worked with lots of VCs, you know, Madrona and Sequoia and many others on his board.

And, you know, what advice would you give me? He said, you know, the biggest thing, just don't freak out. And I've tried to take that to heart. You know, he's like, things are going to happen in any journey. And if you freak out as a board member, then you make me as a CEO freak out. And then that makes everyone else at the company freak out. And then that leads to bad decisions, you know. Oh a steady hand. Cool. Cool. My carve out, uh, is a fun one. Jenny and I were staying at a Airbnb for a wedding this weekend in New York. And, um, uh, there was, uh, they, they had this, the host had this, this book on a bookshelf there

called daily rituals and i thought that sounds interesting i'll pick it up and see what's in it and um it's this uh it's this cool book it's a collection of sort of one to two pages each on really famous artists and thinkers from the last couple hundred years and um just what their daily routine was like like what did they do um how did they get their work done you You know, how, what did, how did they spend their time? And, um, super interesting in the wide variety of, you know, some people like Benjamin Franklin and others like very, very disciplined, you know, very, um, you know, very, uh, uh, regimented in their lives and, you know, devoted hours to work and

really good health habits and those things. And then others are like, you know devoted hours to work and really good health habits and those things and others are like you know voltaire voltaire like spent most of his time just lounging in bed and he would write in bed and um dictate and like you know drink cope massive amounts of alcohol and then other you know people would do all sorts of drugs. And like, it was the doubly interesting thing about it is, you know, each title of each person had their birth year. And then if they're deceased, their death year, there seemed to be no correlation between longevity and, and degree of hard living, you know, people who were the most disciplined, like would die in their 50s. And people who led the craziest lives would live into their 90s. Just interesting. I'm not sure that that justifies living a crazy life, but it's a fun

book. Yeah. We want to thank our longtime friend of the show, Vanta, the leading trust management platform. Vanta, of course, automates your security reviews and compliance efforts. So frameworks like SOC 2, ISO 27001, GDPR, and HIPAA compliance and monitoring, Vanta takes care of these otherwise incredibly time and resource draining efforts for your organization and makes them fast and simple. Yep. Vanta is the perfect example of the quote that we talk about all the time here on Acquired. Jeff Bezos, his idea that a company should only focus on what actually makes your beer taste better, i.e. spend your time and resources only on what's actually going to move the needle for your product and your customers and outsource everything else that doesn't.

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stuff coming soon well how about this join the slack and we'll uh we'll tease a little more yeah awesome all right talk to you guys soon later who got the truth is it you is it you is it you who got the truth now?