Inside Apple’s Perfectionism Machine →

OCTOBER 31, 2015

In a rare and detailed interview with Apple’s Phil Schiller and John Ternus by Mashable’s Lance Ulanoff:

“From the beginning, the Mac has been about Apple taking responsibility for the whole thing: hardware, software, how applications can work and, increasingly, Internet services. But that means something different today than it did 20 years ago,” Schiller said.

“Today, those teams are not only integrated and designing something together, they’re actually thinking of features that could only exist because of that integration and solving problems that could only be solved because of that unique advantage.”

On cloud and hardware:

“No. 1, the importance and value of great hardware has not diminished in any way,” he said. “Across the board, our goal is to make the best in the categories we choose to compete in. It’s what we’re doing and it’s reflected in customers choosing our products over anyone else’s. So I do think people are showing with their choice that they do value quality and beauty of the hardware and that is not diminishing.”

“I have never heard anyone say, ‘Because I like to keep my stuff in the cloud, I will take a cheap piece of hardware and I want it to be ugly.’ All things being equal, of course, nobody wants that,” Schiller said.

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