Full Apple chiefs interview transcript is out: iPhone is just an elegant, indispensable tool


Bloomberg posted the full transcript of its mega interview with Apple's chief people - Tim Cook, Jony Ive and Craig Federighi - and there is a lot of material for sifting through to gauge how their minds, hence Apple's products, work.

After the full Tim Cook transcript, now it's time for the back and forth with the other two people who have the most say in the way the iPhone and iPad editions end up. On Apple's mission, Sir Jony Ive comments: "This is probably a clumsy definition, but I think we try to make tools for people that enable them to do things they couldn’t without the tool. But we want them to not have to be preoccupied with the tool."

The full extent of how deep Apple goes into the details of something it has already decided to be useful for people, yet challenging to implement, is shown in Craig Federighi's example on the issues they faced with the new Touch ID fingerprint scanner that got baked seamlessly into the home button:


Apparently, sometimes that process gets interrupted and half-baked products like Apple Maps get out of the door before they are ready for prime time, which explains why the former Steve Jobs darling - Scott Forstall - was shown the door, and why iOS 7 appeared, tearing apart Forstall's skeuomorphic interface legacy. There's a lot more in the full interview, so hit the source link if you are interested in all things Apple.

source: Bloomberg

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