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

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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
 

PinkyMacGodess

macrumors 603
Mar 7, 2007
5,001
1,725
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...
 

nightcap965

macrumors 6502a
Feb 11, 2004
677
679
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.
 

Mercifull

macrumors 6502
Sep 24, 2012
265
208
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.
 

navaira

macrumors 68040
May 28, 2015
3,808
5,013
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.

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

freeskier93

macrumors 6502
Jul 13, 2008
321
68
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.
 

mark-vdw

macrumors regular
Jan 20, 2013
132
169
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.
 

gsmornot

macrumors 68040
Sep 29, 2014
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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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