Apple is much more open than it was at the time of Steve Jobs, and no one can deny that. Executives are much more available and, currently, it is normal to see several interviews being conducted with them.
Because the veteran Charlie Rose not only did he talk to some of Apple's top executives, he also “attended” a weekly meeting with senior executives and had access to the famous design studio / lab led by Jony Ive.
In the first video (“Inside Apple, part one”; “Inside Apple, part one”) we see Rose interviewing Tim Cook and talking about themes beyond "shakes" like Steve Jobs 'qualities (ability to focus on what matters, perfectionism, etc.), the continuity of Jobs' culture and spirit in everything that involves today's Apple, etc. . On the other hand, as we mentioned, he did something that no one has achieved today: enter the room where weekly meetings of the most important executives of Ma take place and have a chat with them.
Talking to Jony Ive, Rose also had access to the Apple design studio and, despite not having the possibility to see some of the products the company is working on (look at the tables covered with a black cloth), it showed the dynamics and how the work carried out in space.
When creating the iPhone 6/6 Plus, for example, Apple designers tested 10 different device sizes until they reached the ones they considered ideal (4.7 and 5.5 inches). More than that: Ive said that the choices were greatly influenced by the emotional side, of what they believed to be the correct sizes (not being based so much on the technical point of view).
There's even more about how the Apple Watch was conceived (it all started with a pen drawing from Ive's notebook), how Apple designers participate in the whole process including the mixtures that result in the colors of the Watch bracelets, the collaboration that exists among the areas of the company that allows you to create products like the MacBook, how optical camera stabilization works for the iPhones 6 Plus / 6s Plus (the camera, by the way, is made up of about 200 pieces that together are the size of a tip fingerprint; a photo responsible for generating 24 billion operations involving software and sensors), the way Apple calibrates the flash and the huge team behind the iPhone camera (there are now 800 engineers).
Angela Ahrendts showed Rose a kind of store prototype (if we can call it that) where Apple does dozens / hundreds of experiments, showing how the company's new releases (Apple Watch, for example) influence the interaction and the way the store “ mounted ”.
The second part of the interviews involves more corporate and widely discussed subjects, but none the less interesting, starting with the controversy involving privacy.
Cook again hit the key that users' iPhones most likely hold sensitive information like health data, banking, private conversations, possible company secrets and everything in between. And that this belongs only to users and no one else. Create one backdoor for the government to have access to this information (duly provided with a warrant) would be to open a loophole for people with bad intentions to also try to get their hands on that information.
It is a sensitive issue, as it would undoubtedly have access to information from suspects (such as terrorists, for example) would help governments fight against it. But Cook thinks this is not something simplistic like privacy vs. privacy. national security and that everyone should have access to both.
Another controversial point has to do with Apple's huge box (more than $ 200 billion). Two-thirds of that amount is outside the U.S. and Apple does not take the money home because of the taxes it would have to pay for it. Apple, like other companies, is struggling to create a kind of “tax holiday” so that it can transfer that money to the United States without paying exorbitant taxes (40%).
China's importance to Apple was also widely discussed by Cook, both in terms of the market and for production itself, as well as why he publicly communicated that he was gay. And, as he could not speak, Cook also showed Rose the works of Apple's new campus (spaceship), saying that currently 3,500 people are working to get the space ready in the future, 13,000 people will occupy it.
The headquarters is larger than the Pentagon and, when completed, 80% of the land will be green, with 7,000 trees and plants. They will produce some of the fruits and vegetables served in the cafeteria. A natural ventilation system on the roof will allow the building to remain unheated or air-conditioned for nine months of the year. And the entire installation will be powered mainly by solar panels.
Like any product of the company, Apple Campus 2 was also thought and planned in the smallest details (from the tables to the chairs, stairs, door handles, glass everything was created / chosen by Ive and his team).
Taking just one detail as an example, the curved glass panels (which are starting to be installed and required the creation of a machine for this) are the largest ever made in the world and will be kilometers of panels, offering an extraordinary view (without interruption) for employees.
On video “How to get a job at Apple” ("How to get a job at Apple"), Cook also talked about how difficult it is to hire people with the same spirit / culture as Apple (who challenge themselves, want to create things, are opinionated, have a point of view, etc.). There is no way to test this, so on the basis of empathy / emotion itself. Still, usually a candidate interviewed by 10-12 people to be part of Ma's staff.
Already the video "Can Apple still change the world?" ("Can Apple still change the world?") Gives an overview of what Rose saw / talked to Apple executives, the difference between Jobs and Cook, how Apple controls the information it wants to pass on to the media, like the speech of executives widely rehearsed, as Jobs is still present (at least the culture he wanted to implant) among employees, among other aspects.
Ultimately, for Rose, the story shows that the top companies are unable to maintain this position forever. It remains to be seen when Apple will resist.
(via Re / code)