Asannounced 3 days ago, the American channel CBS broadcast
yesterday, in his famous show "60 minutes", a report on the premises
Apple's "secrets" with Tim Cook, Jony Ive, Angela Ahrendts and
other Apple executives.
The video isavailable in English(the show being American) since this morning
on the CBS site, however it is only available in flash and therefore
only accessible from a desktop computer (PC/Mac). If you don't have
don't have time or don't understand English, welet's summarizeici
what's there:
The show first started with an interview with Tim Cook conducted by the
presenter of the show, Charlie Rose. They talk about the transition from
Steve Jobs to Tim Cook and Tim Cook's desire tomaintain the same
level of excellenceto which Steve Jobs aspired.
A bit like the council of ministers which takes place every week in France,
all theApple executives(Tim Cook, Jony Ive, Jeff
Williams, etc.) meet on Monday morning to discuss the
Apple strategy.
The presenter was able to enter thestudio de designin
Jony Ive's company with different products hidden under black tarpaulins.
MisterIve explained the creative process behind the design of
several products, including the Apple Watch and the new MacBook. Jony Ive
also showed him around ten iterations of iPhone 6s and 6s Plus, and he
explains that the choice was made from an emotional point of view.
Then, Graham Townsend, the Apple manager in charge of
iPhone camera part, explains how the camera
of the iPhone 6s Plus was designed and the amount of work required with more than
800 engineers who collaborated on the project to arrive at the product
final.
Then, Angela Ahrendts, theApple Store manager, do
a guided tour of a fake Apple Store that represents the future of
Apple stores around the world. THEfirst Belgian Apple Store, which opened last September, is
moreover one of these first new generation Apple Stores in the
monde.
She explains that she organizes a meeting every week in this Apple
Dummy blind, to discuss potential changes to stores
to the apple in the world.
Phil Schiller, theApple marketing director, intervenes
also on the show to explain thecannibalization of
Apple products among themselves.
The presenter is also interested in the case of the Apple Watch and tries to
learn more about it following the absence of sales figures, Tim Cook
simply answer that it isa product that needs to be
improved.
Similarly, Tim Cook remained vague when the presenter asked him questions
questions on the theme of TV and automobiles.
Finally, Charlie Rose asked political questions about backdoors that
asks the American government on iOS (something that Apple has always refused),
the working conditions of Chinese subcontractors and the suspicions
tax evasion from the Cupertino company
The program concluded with a walking tour of the site of the future HQ
from Apple which wants to be respectful of the environment.
The video is available in English (the broadcast being American) since this
morning on the CBS site, however it is only available in flash, so
only accessible from a desktop computer (PC/Mac). The script is
also availablein full for people who
prefer to read.
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By : Keleops AG
Deputy editor-in-chief, also known under the pseudonym Teza. Former video games journalist, who has been immersed in tech and Apple products since his very first iPhone 3GS in 2009. He has since worked for several American tech sites and now for iPhon.fr. Incidentally YouTuber and Apple product specialist on the MobileAddict channel. To contact me: maxime[a]iphon.fr
