Work/Mac & web
AppleX
Concepts for the Mac Apple hasn't made yet
- 2026 – now
- Concept
- Web & Mac
- Design & engineering
What it does
AppleX is where I put my ideas for the Mac: five divisions of concept work, each with its own interactive demo. They’re concepts, not shipped products, and they’re labelled that way.
- Juicy Apple. AirPods that fly in when they connect, volume and brightness that feel like real objects, and Smart Alarms that light the whole screen.
- AppleSoft. Clear Browser, plus “Pro” versions of eleven Apple apps: Notes with backlinks, Reminders that read plain English, a Terminal that explains its own errors.
- Console Pro. Log out of your Mac and into a console: one shelf for every game, controller first.
- Claude Unbound. A thought experiment: an AI with its own Mac account, its own money and one rule: don’t run out. Simulated only.
Where it is now
AppleX is moving to its own home at applex.tech: small Apple-style projects, some working apps and some concepts, each labelled honestly. Console Pro and AppleSoft have their own deep dives here: Console Pro, AppleSoft.
The story so far On the timeline →
Console Pro Beta 1.0
The Mac as a console.
Log out of your Mac and into a console: one shelf for every game, controller first. Within days it was launching Minecraft and Brawl Stars from the same shelf.
Brawl Stars on the shelf
An Android game, launched from the same shelf.
A day after the beta, Console Pro could launch an Android game (Brawl Stars) next to everything else.
Eleven Pro apps, drawn up
One page for each.
Notes, Music, Reminders, Calendar, Mail, Messages, Photos, Preview, Finder, Freeform and Terminal: one page each for what would finish them.
A live demo for every app
Something you can try.
Each app got a working demo: type a reminder, triage an inbox, or ask the Terminal what went wrong.
The AppleX site goes live
Invite-only, served from the Mac mini.
All five parts went up on one site, with a concept demo for each, served from the Mac mini and open only through one-time invite links.
Follow AppleX as it’s built
New moments land on the timeline first, and the big ones in the newsletter.