Charlie Rose to Offer Inside Look at Jony Ive's 'Secret Design Studio' on Sunday

[icehockey77]

I suspect that they invite focus groups in to hold and examine mockups or prototypes of different form factors that Apple has built in-house, and use that information to decide what their next model will look like. They probably also examine the trends that are succeeding with their competitors, such as Samsung. Deciding to arbitrarily include a bigger battery without knowing whether that would actually sell more phones would be foolish.

Apple has historically abandoned focus groups. From Jobs in 1998:

"It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” (Business Week, May 25, 1998)

 

[reden]

"Apple doesn't often let outsiders into its secret design lab" Doesn't the fact that they do sometimes let outsiders in, not make it secret anymore?

 

[Zirel]

How do you know that.

If People love my phones, and they want the latest phone I make, and my latest phone in thinner, people buy it.
that does not for 1 second mean people want that, it's just that it's the only thing I am offering them.

Take it of leave it.

If I did offer a choice THEN we would know.

Apple does not do that so your statement is not correct.
It would be lovely to see Apple offer say a thicker iPhone which had a much longer batter life, and perhaps also higher specs due to the extra thickness and THEN see which model people pick.

Then why Samsung also made their phones thinner?

Because they have market research machines fully working.

People like elegant devices that don't feel clunky.

 

[SSDGUY]

Apple has historically abandoned focus groups. From Jobs in 1998:

"It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” (Business Week, May 25, 1998)

I wish they would have used a focus group (of actual humans) before designing the current magic mouse I'm currently grasping.

 

[icehockey77]

I wish they would have used a focus group (of actual humans) before designing the current magic mouse I'm currently grasping.

Yea that totally seems like a "how do we change it without machining all new parts?" decision. which is odd given the complete redesign of the keyboard and trackpad.

 

[BrentD]

I'm all ears!!!!!!!!!

As are most of the demographic who still watch 60 Minutes...

 

[SSDGUY]

Yea that totally seems like a "how do we change it without machining all new parts?" decision. which is odd given the complete redesign of the keyboard and trackpad.

Oh I'm referring to it's shape in general. Finally let of the mighty mouse last week (scroll ball was completely inoperable) and getting bit more used to the magic mouse, but it still bugs me and I can't work as long with it. Too slippery and the inward side angle makes my thumb contort just to make it usable.

 

[peterh988]

Isn't that the machine where Jony got his gold Blue Peter badge presented? Is this guy getting deeper access?

 

[doelcm82]

Apple has historically abandoned focus groups. From Jobs in 1998:

"It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” (Business Week, May 25, 1998)

That's a pretty old quote from a dead guy. It may still apply to new products like the Apple Watch. I don't think Apple would let its bread and butter product be left to the whims of one developer.

If Steve Jobs were alive I don't think he would allow Jonny Ive's obsession with thinness to rule the day. It would be Steve Jobs' obsession with thinness that got flippantly blamed for each new and successful iteration of the iPhone.

The reality would be the same, though. In a world where people complain that iOS "looks dated", Apple is betting that the device itself needs to be sleeker, slimmer, svelter with each major release. And I doubt they make that bet without being reasonably sure that it's a winning one.

 

[keatth]

But is Charlie rose gonna **** it?

 

[ChrisCW11]

Is this the same lab that failed to figure out the first iPhone 6 Plus had a bending design flaw, or where they needed to design a tumor battery case to make up for lousy battery life on the follow up to the iPhone 6?

Obviously this is the same lab Tim Cook has not set a foot in once to maybe steer Ives away from some of his recent design blunders, you know, the way Steve Jobs would have done a few times this year at least.

 

[Solomani]

Look, Charlie. I can make you this thin! When I'm done with you, you'd be incredibly slim!

 

[BillyMatt87]

and this is the guy Steve Jobs appointed to replace him. So I guess Steve Jobs is the ultimate idiot?



Yeah because putting a desktop OS on a tablet is so revolutionary.

Steve Jobs made the mistake of telling Tim not to worry about what he would do. I say that because Apple's CEOs that weren't Jobs typically did not lead the company in the right direction. Tim Cook became CEO at the right time and that was good fortune on his part. However, how well Apple does in the long term in both quality and quantity with Cook will ultimately determine his legacy as CEO. Tim Cook's biggest mistakes were making decisions that Steve Jobs wouldn't have just because he can. Steve probably should have said to Tim, think about what he would do but not necessarily act on them because honestly Jobs was Apple and I feel like Tim Cook doesn't the visionary insight so in that regard, Jobs should've been more of an inspiration to Cook.

 

[maxsix]

Apple's clever ongoing marketing is the world best.

Never caught out, just hours after the stock tanked again, we get this teaser.

Apple truly deserves to sit atop the heap of companies, no one spins their companies narrative better.

 

[Rogifan]

Steve Jobs made the mistake of telling Tim not to worry about what he would do. I say that because Apple's CEOs that weren't Jobs typically did not lead the company in the right direction. Tim Cook became CEO at the right time and that was good fortune on his part. However, how well Apple does in the long term in both quality and quantity with Cook will ultimately determine his legacy as CEO. Tim Cook's biggest mistakes were making decisions that Steve Jobs wouldn't have just because he can. Steve probably should have said to Tim, think about what he would do but not necessarily act on them because honestly Jobs was Apple and I feel like Tim Cook doesn't the visionary insight so in that regard, Jobs should've been more of an inspiration to Cook.

We don't know what Steve would or wouldn't have done. I'm going to take a not so wild guess that the people who worked closest with him for 15+ years know more about what he would/wouldn't have done than random posters on an internet message board.

 

[Mactendo]

Will he show the Secret Secret Lab where orcs designed the new battery case?

 

[kdarling]

Hmm.

A guy named Charlie?

Invited to a secret lab?

All I can say is, we'd better see some Oompa Loompas.

 

[BillyMatt87]

We don't know what Steve would or wouldn't have done. I'm going to take a not so wild guess that the people who worked closest with him for 15+ years know more about what he would/wouldn't have done than random posters on an internet message board.

There's definitely a few things that Jobs wouldn't have done:

- Fire Scott Forstall
- Acquire Beats
- iPad Pro/Apple Pencil

Everything else is up for speculation...

 

[BillyMatt87]

I just watched a virtual mockup tour of the design lab and it's been very well-known that Steve Jobs was in the design lab quite frequently which brings up the question, how often does Tim Cook hang out down there (not including executive presentations)?

 

[RuffyYoshi]

...and this is where I make things thinner every year!

 

[MrNikeFresh808]

Even in that picture you know that Ive is talking about making things thinner.

 

[Gudi]

Indeed they did and this was great. The only problem is that WAS 5 years ago, and all they have done if fiddled with it since then.

I really like my 64-bit, dual-core, 2GB memory, split screen multitasking, anti-reflective laminated Retina Display, LTE, Touch ID, Lightning, iPad Air 2. But if the iPad first generation is still good enough for you, you can save a lot of money.

 

[341328]

It's going pretty well. The people who never would have bought one anyway (because they don't have an iPhone) hate it, and the people that have bought one like it.

The battery case is a dent on Apples reputation as a design leader. It's a disgrace and wouldn't have seen the light of day if SJ was alive.

 

[Rogifan]

The battery case is a dent on Apples reputation as a design leader. It's a disgrace and wouldn't have seen the light of day if SJ was alive.

I love how people say things with such conviction. I remember when the first iPhone 4 leaks showed up and everyone questioned what those black lines were and how Jobs would never release something like that. Here's just a few samples of MR comments when the iPhone 4 leaked:

https://forums.macrumors.com/threads/possible-iphone-4g-images-surface.899393/

I hope not. That looks hideous!

Simple answer: no.

Buttons are entirely un-Apple, there are seams...

If this is it then I'm getting a 3GS instead. This thing is hideous.

That phone looks gross and like something Nokia would make.

At best it's a prototype.

More than likely it's a fake.

Regardless, if we see this in June then I'll be disappointed. The look and style is that of a phone I would be embarrassed to use.

Come on!!!!! this is an insult to Apple if we thought they designed something this uninspiring. its prob a chinese fake or something

Yeahhh.. no. Its gotta be a fake. If its not then im no longer interested in the new iphone. That thing is UGLY

Wow. That is the ugliest "iPhone" I've ever seen. Absolutely no grace to the design at ALL.

As said above, if that's the new iPhone, I'll stick with my new 3GS, thank you very much.

There is absolutely, no way Apple would ever ... EVER make something like this for release. I would even be shocked to learn that this was a prototype. Those seems are ridiculously ugly.

No way. That is soooooooooooooooooooo not Steve (Apple), there is no way he would allow that design though.

The only possible chance is that the exterior is hideous on purpase, and the internals are the future 4g internals

Is Steve Jobs still with Apple?

There is no way that that ugly thing is the new iPhone. Unless Steve Jobs is not longer with apple and the new CEO's are trying to mimic the PC world again. Please don't bring back the mid 90's again.

Looks like a prototype to me. Ugly as hell, tho. Really - how can Steve even approve a prototype looking like an HTC.

Vote me as a big NOPE!

If this is Steve-Os idea of an A+ update then all i can say is "Steve what are you nuts?" and if Ive were dead he'd be spinning in his grave!

I actually dont think its ugly, but definitely not an look! His steveness would never put up with this

https://forums.macrumors.com/thread...ation-iphone-gets-a-thorough-hands-on.900333/

As anal-retentive as Jobs is about design, I'm pretty sure that if this is the new design for the iPhone, the seams will not be in the final product.

Agreed. I bet SJ is staring at his screen laughing cause this is so not real....

 

[Piggie]

I really like my 64-bit, dual-core, 2GB memory, split screen multitasking, anti-reflective laminated Retina Display, LTE, Touch ID, Lightning, iPad Air 2. But if the iPad first generation is still good enough for you, you can save a lot of money.

Yes, all those things are nice
But they are best just "Polish" to the 1st product.

The iPad Pro is the 1st REAL new improvement.
Size and Speakers and Pen Input.

They just need to work out how better to display and present to users their app icons better than they are now which is designed for a tiny phone screen not a super hi res 13" screen