Apple is all about pushing the envelope about doing the best thing possible. And that’s different from any companies in the street. A lot of companies in terms of making it the highest quality or the most colleges and they will stop at some points because it’s too hard. And Apple will never give up because it’s too hard or it’s impossible.
There’s no company in the world, where there is such as a reverence of expertise. You won’t come to Apple unless you’re really good at what you do. The reason you’re here, the reason you’re hired, because you’re the top of the field or you have the potential to be the top of the field. There’s a belief in how a small team to do really great thing if you got the right people in the room. With this notion, let’s just do something really great then great things gonna happen. Sitting outside the box, it’s funny. We don’t even really think about the box. We go out to do something. We don’t start by saying what everyone else is doing and therefore what are the best practices and what should we do. We look to say what’s the best of possibility can be.
We never stop breathing, always refining, refining, refining every little last detail, until there’s no more time to refine. There’s no such thing as good enough, it just has to be the best. One of unique thing about Apple is the level of collaboration between different groups. When we decide to redesign the batteries for portable products, the goal is fairly simple to design small about three of the good last longer. We have to start with a new chemistry a new mechanical design, a completely different industrial design for environmental team. And it just touched it so many different cost the company and that’s how new technology is done enough in Apple. It involves everybody. The difference between a good product and a great product is the attention to detail. When we start to design of the Ipad 2, we … at the very beginning that the cover was going to be a really important part...
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