It's no secret that Apple is notoriously cloaked in secrecy.
Should we ever stumble upon the rumoured Apple Car before its time, we’d imagine being bundled into a pure white van with unmarked licence plates and whisked away to a perfectly spotlit (no garish fluorescent lighting, please) plain white room with zero connectivity to the outside world until after its official launch.
So it’s unprecedented to see that they’ve allowed Charlie Rose access and insight into their head...quarters. The host of 60 Minutes sits down with Apple’s top brass Tim Cook, design wizard Jony Ive, and retail maven Angela Ahrendts to lift the veil ever so slightly.
Many hands make light work
The iPhone camera is one of the most reliable around for its true-to-life depictions. To keep it that way, Apple has a team of 800 engineers and specialists dedicated to perfecting it. If that doesn’t blow your mind, consider this: the tiny camera module comprises of 200 different individual parts and goes through 24 billion operations to take one shot. Remember that the next time you dare take an irreverent selfie.
In the camera lab is where engineers tweak the camera to make it perform in almost every type of light from sunset to bright midday light. We only wish it'd work as well in the absence of light.
It’s more than specs, it’s emotional
If tech specs form the head of the product, then user experience is its heart. The iPhone 6s and 6s Plus were chosen from ten different sizes because beyond logic, they “just felt right”.
Jony Ive: And we chose these two because partly they just felt right, they somehow, not from a tactile point of view. But just emotionally they felt like a good size.
Charlie Rose: Do you do this about every product, this amount of dedication to emotional context?
Jony Ive: This is the tip of the iceberg. Because we've found that different textures considerably impact your perception of the object, of the product, what it's like to hold, and what it's like to feel. So the only way that we know how to resolve, and address, and develop all of those issues is to make models is to make prototypes.