Comments

• 

  stephen knifton

  9 years ago

  Z

  1Z

  Reply

  do they show the part where they don't test anything before it goes out the door, and the compliant / rabid fanbase picks up the slack ? 

  !Report as spam
• 

  J C

  9 years ago

  Z

  Z

  Reply

  Anyone know what pen Jony Ive is using @ 3.57?
  

  !Report as spam
  • 

    Robin ...

    J C

    9 years ago

    Z

    Z

    Reply

    I believe it's an Hermes pen designed by Marc Newson

    !Report as spam
• 

  jason campbell

  9 years ago

  Z

  Z

  Reply

  Charlie falls right into their perfectly crafted staging when he asks if the covers conceal the future. My god, they probably just placed a few paperweights and books under those sheets. @4:26 the table has an entire sheet covering mostly nothing. Why not just remove the single object instead of covering the entire table??? 

  !Report as spam
  • 

    david copeland

    jason campbell

    9 years ago

    Z

    1Z

    Reply

    One word...'theatre'.

    
    

    If there was nothing on those tables, it would look like nothing is happening. Instead, they want to show a space that is dynamic, collaborative and holds the future of their products within.

    !Report as spam
    • 

      Dave Cochrane

      david copeland

      9 years ago

      Z

      Z

      Because it is, and it does.

      !Report as spam
  • 

    Dave Cochrane

    jason campbell

    9 years ago

    Z

    Z

    Reply

    I think it's likely that there's also a test rig integrated into the table which they were understandably reluctant to show. Theatre or not - that lab is the world's most successful cash generator. 

    !Report as spam
    • 

      Akshay Bharwani

      Dave Cochrane

      8 years ago

      Z

      Z

      Don't forget the people working for them in the factories.

       

      !Report as spam