60 Minutes Airs 'Inside Apple' Special Providing Close Look at Company

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Dec 21, 2015.

  1. MacRumors macrumors bot


    Apr 12, 2001

    60 Minutes on Sunday aired an Inside Apple special with correspondent Charlie Rose that included interviews with a number of Apple's senior executives alongside closer looks at Apple's secretive design studio, camera lab, mock next-generation Apple Store and under construction Campus 2 project.

    Watch "Inside Apple, Part One" (Image: CBS)

    Apple CEO Tim Cook discussed a wide range of topics with Rose, starting with the legacy of co-founder Steve Jobs. "This is Steve's company," said Cook. "This is still Steve's company. It was born that way, it's still that way. And so his spirit I think will always be the DNA of this company."

    Rose then accompanied Apple design chief Jony Ive for a rare look inside Apple's secretive design studio, where a team of 22 designers work on the future of Apple products. Apple covered many of the desks to ensure Rose could not see what the company is working on next.

    Ive explained how he prototyped the Apple Watch, beginning with a sketch of the watch casing transformed into a 3-dimensional electronic blueprint sent to a high-precision CNC machine for milling. The watch casing is then sanded and polished by hand by veteran craftsmen at Apple.

    Rose and Ive inside Apple's secretive design studio (Image: CBS)

    The design chief also reflected on the complex engineering process that was required to create Apple's new 12-inch MacBook, including working with Apple's head of hardware engineering Dan Riccio to create the custom-shaped terraced battery that fits inside the notebook's ultra-thin enclosure.

    The segment revealed that Apple senior director Graham Townsend leads a team of 800 engineers and specialists working on the iPhone's camera. Townsend showed Rose a micro suspension system that stabilizes the camera when its owner's hand shakes, and explained how Apple engineers calibrate the camera.

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    Article Link: 60 Minutes Airs 'Inside Apple' Special Providing Close Look at Company
  2. Tycho24 Suspended


    Aug 29, 2014
    Can't wait until interviews are granted inside the (finished) spaceship campus! ;0)
  3. aerok macrumors 65816


    Oct 29, 2011
    Now Samsung can one-up them by using 801 engineers on their camera.
  4. techguy9 macrumors 6502


    Aug 16, 2014
    Atlanta, GA
    The things under those black cloths are Apple Cars. Damn, they made it really thin!
  5. Tech198 macrumors G5

    Mar 21, 2011
    Australia, Perth

    I guess the polishing manually by veteran craftsmen must be good..... no time for coffee breaks i guess.
  6. PinkyMacGodess macrumors 601


    Mar 7, 2007
    Midwest America.
    "This is still Steve's company. It was born that way, it's still that way. And so his spirit I think will always be the DNA of this company."
    No, because we would have heard about Steve's head exploding at some of the screwups that have happened in the past few years.

    I'm starting to wonder how bad it is using Windows, or jail breaking. Given that the first time I jail broke an iPhone, I bricked it, that says a bit about the frustration...
  7. Tech198 macrumors G5

    Mar 21, 2011
    Australia, Perth
    good stabilization system when user gets the shakes with their iphone's camera.
  8. Michaelgtrusa macrumors 604

    Oct 13, 2008
  9. snebes macrumors 6502a

    Apr 20, 2008
    Is Angela Ahrendts sleeping in the photo? And where is her SmartWater??
  10. jmh600cbr macrumors 6502a


    Feb 14, 2012
  11. JeffyTheQuik macrumors 68020


    Aug 27, 2014
    Charleston, SC and Everett, WA
    She's dreaming up the next new way to get new :apple: products, because the launch of the :apple: Watch was so successful, compared with the other launches.
  12. Zirel Suspended


    Jul 24, 2015
  13. Tech198 macrumors G5

    Mar 21, 2011
    Australia, Perth
  14. Alumeenium macrumors regular

    May 15, 2013
    Thanks for the commercial 60min, I just bought an 3 iPads and 5 watches ...
  15. nightcap965 macrumors 6502a


    Feb 11, 2004
    Cape Cod
    "The iPhone has to become so great that you don't know why you want an iPad. The iPad has to be so great that you don't know why you why you want a notebook. The notebook has to be so great, you don't know why you want a desktop. Each one's job is to compete with the other ones."

    This. Very much this. I'm typing this on a Macbook, there's an iPad on the table, an iPhone in my pocket, and an Apple Watch on my wrist. They each are indispensable to me. Why? They work. There's the minimum possible friction between me and what I'm trying to get done.
  16. Mercifull macrumors regular


    Sep 24, 2012
    Speculation on what's under the cloths then? What's missing? What's normally on those middle tables?

    I'm going with new Macbooks and Macbook Pros.
  17. navaira macrumors 68040


    May 28, 2015
    Amsterdam, Netherlands
    I bet you that on those tables covered with cloths there are people's mugs and hats just in case Samsung manages to copy a rough shape of what's underneath.

    Technically this is quite an unfortunate quote, because you could misread it as "you just need an iPhone really, skip all our other products".
  18. Damtoft macrumors member

    Mar 12, 2010
  19. tigres macrumors 601


    Aug 31, 2007
    Land of the Free-Waiting for Term Limits
    That photo explains why apple products are no longer available at launch in the stores; she's asleep at the switch.
  20. Tech198 macrumors G5

    Mar 21, 2011
    Australia, Perth
    And all the Apple fans wave and start singing Hallelujah ..
  21. noobinator macrumors 603


    Jun 19, 2009
    Pasadena, CA
    Love the picture. It is the only meeting in the world where everyone in attendance has an Apple Watch.
  22. freeskier93 macrumors 6502

    Jul 13, 2008
    Anyone notice some of the shots were done with an iPhone? When they were talking about the camera you can see a guy taking video with an iPhone then it switches to his angle.
  23. Rogifan macrumors Core


    Nov 14, 2011
    Yes! I wish we would have gotten more footage from Campus 2. Much more interesting than talk about taxes and Chinese manufacturing.

  24. mark-vdw macrumors regular

    Jan 20, 2013
    I wonder what Apple is trying to achieve by offering this look behind the curtains. Don't get me wrong, it's interesting stuff, I just don't understand their motivation for taking the initiative in doing this. It's not like they need to grab the extra attention to boost christmas sales.
  25. gsmornot macrumors 68040


    Sep 29, 2014
    If you follow Apple like we do here, you will not learn anything new about the company from this interview. It was interesting though to hear about the tax code requiring 40%, the amount of business done outside the US, growth of the Chinese middle class and the lack of skilled labor in the US to perform this work. (although denied, labor cost is part of this as well) All of these things could change over time.

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