Will Apple stop making new iPhones

60 minutes at Apple, documentation you can't stop watching

A few days ago on CBS, as part of his well-known program "60 minutes" You came to Apple to speak to some of the most important people in the company, such as Tim Cook, Jony Ive and Angela Ahrendts. "Im Apfel", the name you gave this documentary, shows us some pictures and gives us some details that are really worth seeing for anyone curious about how the company works, and even discusses personal problems with the company Apple CEO Tim Koch, here we summarize some of the most interesting moments.


Tim Cook

The interview begins with Tim Cook talking about his more than four years at the helm of Apple and how the company has kept the essence of its founder and largest representative for years. "After meeting Steve Jobs, I can say that I've never met anyone like him in the world.". Apple differs from other companies in that not only does it try to change the world with its products, but it succeeds most of the time. According to Tim Cook, "the pursuit of perfection" is in Apple's genes.

It wasn't a pleasant interview for Tim Cook with some pretty engaging questions. Regarding the Apple Watch and the mystery of its sales figuresTim Cook did nothing but laugh, which some interpret as a way to hide the failure of Apple's new device. The interviewer even insists on the watch's supposed failure, noting that "they even have a lab to improve the Apple Watch".

Of course, we have a place specifically dedicated to improving the Apple Watch. All of our products are already working to improve them after their introduction. Sometimes we even work on the second generation of the product when we haven't released the previous one.

Even though the interviewer tries to get something out of the possible Apple car, Tim Cook just smiles without saying a single word. "Is it so hard to say that you are working on it or not that it is wrong?" He goes on to tell her, desperate for an answer, to no avail. Frankly, he replied to the US Congress allegations that Apple evaded taxes: "This is political rubbish." Quite a committed response for the top leader of a company like Apple, but one that is more than thoughtful.

Apple has much of its money outside of the US as 2/3 of its business is done outside of the US. Does the government want us to bring this money home? Well, that they are modifying a law that was passed at the time of the industrial revolution that forces us to pay 40% of that money in taxes. This law is utter nonsense and should have been changed a long time ago.

No less controversial is the answer he gives when asked why Apple has its main factories in China:

We have our factories in China because that's where we can find the most skilled workers. Search America for skilled workers for these type of factories and we would find few to fill this space. Look for them in China and you would fill several soccer fields. In China, they have been trained for this type of work since they were young.

Jony Ive

He is currently one of the most influential people at Apple and the absolute protagonist of the documentary. 60 minutes walk into his lab, which very few have been able to enter, and there we can see how some of the 22 designers who work for Apple work. A very stable team in which only two people have left the team in 15 years. In this part of the documentary that many will enjoy the most, he explains how Apple decided to bring out the two iPhone 6 and 6 Plus models released a year ago..

We made ten different models for iPhone 6 and 6 Plus and selected two to bring to market because they were the most comfortable for us to use and the most suitable for our hands.

One of the most impressive pieces from "Inside Apple" was The number of people working on the iPhone camera: more than 800 engineers, a figure that is certainly hard to believe. They show us how they designed every detail of the most widely used mobile camera, its stabilizer, its adaptation to the different lights to be found, etc.

We even noticed that Apple has a model of an Apple Store that will test any changes Angela Ahrendts, who is responsible for the company's physical stores, wants to make. The shelves, the displays, the tables ... Everything is done down to the last detail and guided through this model first life size before it hits stores.

Phil Schiller

Apple's chief marketing officer responds to the question of the "cannibalization" of products. There is a lot of talk in all of the trade media about how a new product will steal purchases from an existing product, often criticized as an "unimaginable Apple bug". Schiller is very clear about this:

Of course, some products have to replace others. When we make a new product, we want it to consume others that already exist. This is a sign that it is a success. Every Apple team wants their product to be the best and to compete with other teams. This is the only way to produce the best possible products.

The report ends with a vision of the new Apple campus, a pharaonic work that will be completed next year. A center with respect for nature as the premise that You don't need air conditioning 9 months a year and whose energy source will mainly be the solar panels that completely cover it. Jony Ive was also the designer of the new Apple Campus and proudly shows a "little detail".

This is the largest curved glass in the world. It is made especially for us in Germany and there is no other comparable in the world. The building will be completely covered with this type of glass.

Security and privacy

The interview ends with Tim Cook again and speaks of the allegations against Apple for lack of support in the fight against terrorism. It all comes from the data encryption that Apple performs on its devices, which even the company cannot decrypt itself. This makes the iPhone the device of choice for terrorists (and other criminals). and makes work more difficult for the security forces.

If a judge asks Apple to work together, we'll be happy to help. However, we have no way of knowing a user's data because it is encrypted and we don't have the keys to decrypt it. Some tell us to create a "back door" so that we can use it when asked. But if we do such a thing, who can guarantee that no one can find that door or gain access? We are in the USA, here we shouldn't have to choose between security and data protection, both aspects have to be guaranteed.

these are Just a few excerpts from what can be seen in the original video whose link you have at the beginning of the article. It is really worth seeing.