The famous American show 60 minutes obtained exclusive access inside the company's campus Apple Lossless Audio CODEC (ALAC), to talk with Tim Cook, Angela Ahrendts, Jony Ive and other managers of those from Cupertino, the interviews coming as a package with access to the secret rooms where the future of Apple is thought.
Tim Cook
We start with Tim Cook, the CEO of Apple, stating in the CBS interview that users should not make any compromise between their privacy and US national security, he continues to support the idea that the American authorities should not have access to iOS to retrieve user data .
From financial data to biometric data, Cook claims that users have a multitude of intimate data in their terminals, and not even Apple can access that data because it would have thought its operating system so that no one but users could have access to them.
"If there's a way to get in, somebody will find the way in. There have been people who suggest that we should have a back door. But the reality is if you put a back door in, that back door's for everybody, for good guys and bad guys."
From caring for users, Cook moved on to the issue of producing Apple products in the US, stating that Asian workers have much more experience than American ones in manufacturing the products required by Apple, so it is unlikely that Apple will choose American partners for to assemble their products.
"China put an enormous focus on manufacturing. The US, over time, began to stop having as many vocational kinds of skills. I mean, you can take every tool and die maker in the United States and probably put them in a room that we're currently sitting in. In China, you would have to have multiple football fields."
Also as part of the interview given by Tim Cook, those from CBS had the opportunity to see what the meeting room looks like where the managers of the Apple company meet every Monday and discuss important issues of the company, it is presented in the image above up.
Talking with Tim Cook about the Apple Watch, Apple's CEO stated that although people say that the smartwatch is not produced well enough, any device can be improved, he was not disappointed with the product, stating that the launch of a new product for Apple means initiating the development process of the second model that solves the problems of the first model.
Every product can be improved. And the Watch is no exception to that. I'm not disappointed in it. When we launch a product, we're already working on the next one. And sometimes even the next next one. We always see things we can do to improve.
Finally, when asked about the possibility of developing an Apple car, Tim Cook refused to provide details, but he stated that there is a good chance that Apple is more secretive-maniacal than the CIA, something that could be quite true.
Jony Ive - Apple's secret laboratory
Those from CBS promised to present the secret Apple laboratory where Jony Ive creates the designs of the future products of the American company, and in the images above and below you can see what that location looks like in the basement of the Apple campus in Cupertino.
In the laboratory, those from CBS noticed a lot of tables covered with beds under which future Apple products under development were located, Jony Ive still showing them 10 prototypes of the iPhone 6S and iPhone 6S Plus that Apple tested before the official launch .
Jony Ive stated that the design chosen by him for the two iPhone terminals launched on the market now is based on an emotional decision, both he and his team consider that this design is the most suitable for the respective products.
Angela Ahrendts – The Apple Store of the Future
Leaving Jony Ive's laboratory, the people from CBS arrived in an area where an Apple Store of the future was set up, there Angela Ahrendts, the senior vice president who heads the retail division within Apple, explaining that in that location she organizes meetings weekly with subordinates to discuss possible changes in the design of Apple stores.
Phil Schiller
Going further, the moderator of the show 60 minutes, Charlie Rose, discussed with the senior vice president of the marketing division, Phil Schiller, about the possibility that Apple products affect each other's sales because they offer approximately the same functions for users.
Schiller stated that each type of product is designed for a certain type of customer, so each one covers a certain set of needs, so no matter what the users buy from those in Cupertino, in the end Apple wins the money and the customer.
It's by design. You need each to fight for their space. The iPhone has to be so great you don't know why you want an iPad. The iPad has to be so great you don't know why you want a notebook. The notebook has to be so great you don't know why you want a desktop. Each one's job is to compete with the other ones.
Apart from this information, those from CBS will also publish an extended video clip with the presentation of Apple's design laboratory, so it will be interesting to see what is hidden there.
