"Apple isn't just a tech company; it's a tastemaker." Remember the iconic ads of dancing silhouettes in black, with only the headphone wires visible in white? They were a critical part of the larger buy-Apple innovation narrative. So what happens now when those wires -- an emblematic and enduring image -- are no longer visible, as is the case with the removal of the traditional headphone jack in iPhone 7? It's part of a broader story, both about how product narratives are shared/told and about how innovation happens: "amazingly", subtly, and sometimes, invisibly. Some innovations, like preventing "battery anxiety" or building a platform ecosystem or even laying the tracks for a train that hasn't arrived yet ("ear computers" or "audible computing"? VR/AR? car?) take time. And a direction we may not be able to anticipate from the outside looking in. ...Or so argue the a16zers on this episode of the a16z Podcast featuring in-house analyst Benedict Evans and board partner Steven Sinofsky with Kyle Russell.

"Incremental change may be good theory, but in practice you have to have a big enough stick to hit everybody with to make everything move at once". So shares Adrian Cockcroft, who helped lead Netflix's migration from datacenter to the cloud -- and from monolithic to microservices architecture -- when their streaming business (the "stick"!) was exploding. So how did they -- and how can other companies -- make such big, bet-the-company kind of moves, without getting mired in fanatical internal debates? Does organizational structure need to change, especially if moving from a more product-, than project-based, approach? What happens to security? And finally, what happens to the role of CIOs; what can/should they do? Most interestingly: How will the entire industry be affected as companies not only adopt, but essentially offer, microservices or narrow cloud APIs? How do the trends of microservices, containers, devops, cloud, as-a-service/ on-demand, serverless -- all moves towards more and more ephemerality -- change the future of computing and even work? Cockcroft (who is now a technology fellow at Battery Ventures) joins this episode of the a16z Podcast, in conversation with Frank Chen and Martin Casado (and Sonal Chokshi) to discuss these shifts and more. The views expressed here are those of the individual AH Capital Management, L.L.C. (“a16z”) personnel quoted and are not the views of a16z or its affiliates. Certain information contained in here has been obtained from third-party sources, including from portfolio companies of funds managed by a16z. While taken from sources believed to be reliable, a16z has not independently verified such information and makes no representations about the enduring accuracy of the information or its appropriateness for a given situation. This content is provided for informational purposes only, and should not be relied upon as legal, business, investment, or tax advice. You should consult your own advisers as to those matters. References to any securities or digital assets are for illustrative purposes only, and do not constitute an investment recommendation or offer to provide investment advisory services. Furthermore, this content is not directed at nor intended for use by any investors or prospective investors, and may not under any circumstances be relied upon when making a decision to invest in any fund managed by a16z. (An offering to invest in an a16z fund will be made only by the private placement memorandum, subscription agreement, and other relevant documentation of any such fund and should be read in their entirety.) Any investments or portfolio companies mentioned, referred to, or described are not representative of all investments in vehicles managed by a16z, and there can be no assurance that the investments will be profitable or that other investments made in the future will have similar characteristics or results. A list of investments made by funds managed by Andreessen Horowitz (excluding investments and certain publicly traded cryptocurrencies/ digital assets for which the issuer has not provided permission for a16z to disclose publicly) is available at https://a16z.com/investments/. Charts and graphs provided within are for informational purposes solely and should not be relied upon when making any investment decision. Past performance is not indicative of future results. The content speaks only as of the date indicated. Any projections, estimates, forecasts, targets, prospects, and/or opinions expressed in these materials are subject to change without notice and may differ or be contrary to opinions expressed by others. Please see https://a16z.com/disclosures for additional important information.