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Video of "60 Minutes" Inside of Apple's Secretive Design Studio
Charlie Rose gets a walkthrough from Jonathan Ive
Five years ago it was unthinkable that a major news program would be allowed to come inside Apple's secretive design studio—and record it. But that's exactly what happened with 60 Minutes, and for those of you that missed the program's airing on Sunday, CBS has now made the footage embeddable.
The excerpt below is from Part 1, and the look at the design studio starts at around 4:00. That footage starts off with Charlie Rose asking one of the dumbest questions I've ever heard in an interview—and Jonathan Ive delivering the perfect response:
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Comments
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 ?
Anyone know what pen Jony Ive is using @ 3.57?
I believe it's an Hermes pen designed by Marc Newson
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???
One word...'theatre'.
Because it is, and it does.
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.
Don't forget the people working for them in the factories.