60 minutes inside Apple, a documentary that you can not stop watching

A few days ago on CBS, within his well-known program «60 minutes» They entered Apple to speak with some of the most important people within the company, such as Tim Cook, Jony Ive or Angela Ahrendts. "Inside Apple", which is the name with which they titled this documentary, shows us some images and gives us some details that are really worth seeing for anyone who is curious about how the company works, even dealing with personal issues with the CEO of Apple himself, Tim Cook. Below 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 still maintains the essence of its founder and greatest exponent for years. "After meeting Steve Jobs I can say that I have never met anyone in the world like him". Apple differs from other companies in that it not only seeks 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 has not been a comfortable interview for Tim Cook, with some quite engaged questions. In relation to the Apple Watch and the mystery about its sales figures, which some interpret as a way to hide the failure of Apple's new device, Tim Cook has done nothing but laugh. The interviewer even insists on the supposed failure of the watch, noting that "they even have a laboratory to improve the Apple Watch."

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

Despite the interviewer trying 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 false?" He goes on to tell her in desperation for an answer, to no avail. What he does respond quite frankly to is about the US Congress's accusations that Apple evades taxes: "That's political garbage." A quite committed answer for the top leader of a company like Apple, but one that is more than thoughtful.

Apple has much of its money outside the United States because 2/3 of its business is outside the United States. Does the government want us to bring this money home? Well, that they modify a law that was made at the time of the Industrial Revolution and that forces us to pay 40% of that money in taxes. That law is absolute 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 is where we find the most qualified workers for it. Search America for skilled workers for these kinds of factories, and we'd find just a few to fill this room. Look for them in China and you would fill several soccer fields. In China they are receiving training for this type of work since they were young.

Jony Ive

He is one of the most influential people at Apple right now, and the absolute protagonist of the documentary. 60 Minutes enters his laboratory, where very few have managed to enter, and there we can see how some of the 22 designers who work for Apple work. A very stable team that in 15 years has only seen two people leave the team. In this part of the documentary, the one that many will enjoy the most, he explains how Apple decided to release the two iPhone 6 and 6 Plus models that it released a year ago..

We made ten different models of iPhone 6 and 6 Plus, and we chose two to put on the market because they were the ones that were the most comfortable for us to handle, the most suitable for our hands.

One of the most impressive data from "Inside Apple" was the number of people working on the iPhone camera: more than 800 engineers, a figure certainly difficult to believe. They show us how they have designed every last detail of the most used mobile camera, its stabilizer, how it adapts to the different lights that can be found, etc.

We even discovered that Apple has a model of an Apple Store in which all the changes that Angela Ahrendts, who is responsible for the company's physical stores, wants to make are tested. The shelves, the displays, the tables ... Everything is taken care of down to the last detail and go through this model first life-size before taking to actual stores.

Phil Schiller

Apple's Chief Marketing Officer responds to the question about "cannibalization" of products. It is quite common in all specialized media to talk about how a new product is going to steal purchases from an existing product, which is often criticized as an "inconceivable Apple failure." Schiller is very clear about this:

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

The report ends with a vision of the new Apple Campus, a pharaonic work that will be finished next year. A center designed with respect for nature as a premise, which you will not need air conditioning for 9 months of the year and whose source of energy will be mainly the solar panels that will cover it completely. Jony Ive has also been the designer of the new Apple Campus, and proudly shows a "small detail".

This is the largest curved glass in the world. It is manufactured in Germany specifically for us, and there is no other like it in the world. The building will be completely covered by this type of glass.

Security and Privacy

The interview finally ends with Tim Cook again, speaking of the accusations to Apple about its lack of support in the fight against terrorism. Everything comes from the data encryption that Apple does on its devices and that even the company itself cannot decrypt. This makes the iPhone the favorite device of terrorists (and other criminals) and makes work difficult for the security forces.

If a judge asks for Apple's collaboration, we will be happy to help with whatever we can. But we have no way of knowing a user's data because it is encrypted and we do not 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 anyone cannot find that door and gain access as well? We are in the United States, here we should not have to choose between security and privacy, both aspects must be guaranteed.

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