“Early this year, the top-secret laboratory where Apple designs its Macintosh accessories was bedeviled by a crisis on tiny feet. It had to do with the reinvented mouse the team was designing to accompany a new set of iMac computers that will be released today,” Steven Levy reports for Medium. “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,” Levy reports. But one thing was totally unacceptable.”
“The mouse didn’t sound right,” Levy reports. “That’s what Apple engineering leaders Kate Bergeron and John Ternus told me recently, when I became the first reporter to venture into the Input Design Lab. The occasion for my visit was the release of a new family of iMacs.”
“There are many reasons why Apple is the world’s most valuable company. Tim Cook is celebrated as a supply chain Maester who has internalized the focus on innovation that his predecessor inculcated in the culture. Jony Ive has drawn global raves for making Apple a design icon. Its marketing and branding practices set industry standards. But a visit to the lab where its legacy products — computers — are made suggests another reason,” Levy reports. “Sweating the details.”
Much more in the full article – very highly recommended – here.
MacDailyNews Take: A lot of companies claim they go the extra mile, but Apple is one of the very few that really does with any consistency.
I’m convinced that about half of what separates successful entrepreneurs from the non-successful ones is pure perseverance. — Steve Jobs
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