Apple staat bekend om veel dingen, maar als je het mensen op straat vraagt zal één van de eerste dingen die bijna altijd genoemd worden design zijn. Want Apple staat bekend om de bijna obsessieve manier waarop Jonathan Ive en zijn team bezig zijn om dingen altijd weer mooier en beter te maken.

Veel mooie voorbeelden daarvan zijn te vinden in dit verhaal van Backchannel, die een erg interessant kijkje kregen achter de schermen bij Apple, waardoor wij mee kunnen kijken.

Eén van de voorbeelden is het verhaal van de Magic Mouse 2, want toen die zijn definitieve vorm naderde bleek er iets niet goed te zijn: het geluid.

The input device, dubbed the Magic Mouse 2, would look to users exactly like the previous model. But on the inside and underneath, everything would be different, mainly because Apple was switching to a rechargeable lithium battery instead of the previous replaceable alkaline ones.

Late in the process, everything seemed to be going fine. The internal lithium battery was custom-engineered to fit the cavity. The redesigned antenna — necessary to deal with the potential interference from an internal battery — was working well.

But one thing was totally unacceptable.

The mouse didn't sound right.

Maar het is niet alleen design dat aan bod komt. Phil Schiller geeft in dit artikel erg duidelijk zijn visie op computers en hoe wij daar op dit moment mee omgaan. Een interessant inkijkje in de filosofie bij Apple:

Schiller, in fact, has a grand philosophical theory of the Apple product line that puts all products on a continuum. Ideally, you should be using the smallest possible gadget to do as much as possible before going to the next largest gizmo in line.

"They are all computers," he says. "Each one is offering computers something unique and each is made with a simple form that is pretty eternal. The job of the watch is to do more and more things on your wrist so that you don't need to pick up your phone as often. The job of the phone is to do more and more things such that maybe you don't need your iPad, and it should be always trying and striving to do that. The job of the iPad should be to be so powerful and capable that you never need a notebook. Like, Why do I need a notebook? I can add a keyboard! I can do all these things! The job of the notebook is to make it so you never need a desktop, right? It's been doing this for a decade. So that leaves the poor desktop at the end of the line, What's its job?"

Good question. And the answer?