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January 20, 2009

Inside Apple

We did a follow-up interview with Jony Ive at Apple in California last week, and enjoyed the opportunity of filming inside Apple’s design facilities. I felt like Charlie in Willy Wonka and the Chocolate Factory, except everything was made of shiny aluminum instead of candy. And there were no oompa loompas.

I love this job sometimes.
-Gary

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K says

Jan 20, 2009

Will this interview be posted anywhere? :)

gary says

Jan 20, 2009

yeah... in the film... when it comes out...

Tom Watson says

Jan 21, 2009

Okay, you win. I can't wait for the film!

F says

Jan 21, 2009

Im not really good at waiting, so when can we bye the film? Will it feature in Norway, and if when?

dario says

Jan 21, 2009

Luckily, beauty is surrounded us!

Kudos from Argentina!! (hope someday I will see it, here!)

Bert Vanderveen says

Jan 22, 2009

Are those waterjet-units in the background? It appears like they do their prototyping on site… I would love to see more of that.

Scott says

Jan 22, 2009

Does Jony Ive say "aluminium"?

Jorge Quinteros says

Jan 22, 2009

Normally Apple is so secretive about anything regarding their facilities, which is why I, like everyone other Mac head is fascinated by the mere surfacing of this still shot.

Jose Espinoza says

Jan 22, 2009

Making me not able to wait ever more!!!!!!

Allen says

Jan 22, 2009

Did some research and found the water-jets pictured in the background are indeed water-jets.
http://www.vaughnmfg.com/imagelib/sitebuilder/misc/show_image.html?linkedwidth=560&linkpath=http://vaughnmfg.com/sitebuildercontent/sitebuilderpictures/P8100006.JPG&target=tlx_new

anonymous99 says

Jan 22, 2009

Bert Vanderveen: It appears like they do their prototyping on site… I would love to see more of that.

It seems that Ive is all about researching new materials, prototyping and stuff.

www.businessweek.com/magazine/content/06_39/b4002414.htm

"Ive invests his design dollars in state-of-the-art prototyping equipment, not large numbers of people. […] Ive's team at Apple isn't the usual design ghetto of creativity that exists inside most corporations. They work closely and intensely with engineers, marketers, and even outside manufacturing contractors in Asia who actually build the products. Rather than being simple stylists, they're leading innovators in the use of new materials and production processes."

Kailash Gyawali says

Jan 22, 2009

Apple is the best product and John Ive is one of my favourite person and I would like to see the Inside Apple, will be waiting desperately for the video to come out

Horacio Oliveira says

Jan 22, 2009

Ahhh will the Docu be released on iTunes Movies in HD, so I can watch it on Ive's little AppleTV?

Zack says

Jan 22, 2009

Given that Jon Ive is from the UK I can imagine so, Scott. Isn't only the US who say it differently to begin with?

Josh C says

Jan 22, 2009

What i find really interesting is that seems to be a new aluminum macbook, just like the one i am using right now except it has a geay bezel rather than the black one in production. this looks like the antiglare screen cover only agailable for the new 17 inch macbook pros

Tice says

Jan 22, 2009

Great shot, looking forward to the movie ...

Dean says

Jan 22, 2009

Actually, Americans are now required by an international chemical convention to write and say 'aluminium. If you Americans think this is hard to stomach, we Brits are required by the same international edicts to write 'sulfur'. Incidentally, we wouldn't call Jon (or Jonathan) Ive 'Jony' over here. How he copes with it, I don't know :-)

Anthony says

Jan 22, 2009

Trailer?

tmay says

Jan 22, 2009

Allen,

Those are vertical machining centers, not waterjets. Look closely and you can see tooling. More to the point. waterjets are a bit too loud and dirty to be in that part of the shop.

(I machine stuff for a living, and have a couple of Haas Vertical Machining Centers similar to those Fadals).

Dean,

I use the British word "wanker" all the time, and thanks very much for it. Aluminium, not so much...

John says

Jan 22, 2009

Is that a 15" MacBook Air????

Josh C says

Jan 22, 2009

Josh C,

That would be the MacBook Air.

Pipas Forjaz says

Jan 22, 2009

can wait for the docci. Please put it on itunes.

gary says

Jan 22, 2009

jony is holding a 13.3" macbook air, and the computer on the table is also a 13.3" macbook air.

Kwitt says

Jan 22, 2009

Nice to see you got to intervieuw Jony Ive; must have been an amazing experience!
Really looking forward to the movie! :)

WOW says

Jan 22, 2009

this guy is cute

Michael says

Jan 22, 2009

Is that a full size wireless keyboard on the table?

Simon says

Jan 22, 2009

Ive says aluminium the British way if I remember rightly from the aluminium iMac launch

Doc says

Jan 22, 2009

It's great to read all the positive comments about this film, , and about Johnny. He is at the top of my list of people to meet.

PLEASE if you could post a trailer, more pics or at least more info about the film. Can't wait thanks so much!!!

gary says

Jan 22, 2009

the trailer is right here: http://www.objectifiedfilm.com/objectified-trailer/

cheers!

Doc says

Jan 22, 2009

@Simon

Yes he does, it's cool.

Here he is talking about the new macbooks. ( click on the play video ) Its a great watch!

Doc says

Jan 22, 2009

@Gary

All I can say is wow. You have really shot this in a very beautiful way. I can tell it's going to do very well.

Any one who puts their heart into their work is going to be able to appreciate this film.

Are you hoping for a spring release or later?

Cheers to you and thanks!

xmccaw says

Jan 22, 2009

I'd tap him and quietly sneak out in the middle of the night w/ his MacBook. lmao :-p~@

DaveK says

Jan 22, 2009

You're looking at a complete machine shop with CNC equipment and the like, but it looks like you could EAT OFF THE FLOOR! That's style...

XCool says

Jan 22, 2009

This is superb! Now, I can't wait for the movie!

ForReal says

Jan 22, 2009

Jonathan Ive does say "aluminium" the British way, except when he speaks to an American audience, where he purposely says "aluminum". His friends and colleagues do call him "Jony".

Master P says

Jan 23, 2009

So I don't mind Apple products but what about B&O? . . . David Lewis AWOL? Jacob Jensen?

thorsten says

Jan 23, 2009

Not too shabby, Gary.
Now I need to shoot you again
;))

Mark says

Jan 23, 2009

Is that the Mujirushi Ryohin guy at the end of your trailer? That CD player looks familiar.

gary says

Jan 23, 2009

that's naoto fukasawa, he's designed stuff for muji (like that cd player) and also has his own brand, plusminuszero.

Jeremy Cushing says

Jan 23, 2009

I can tell just from the picture that this is a film that I cannot wait to see. I am extremely anxious.

Jeremy Cushing

Colin says

Jan 23, 2009

Its Alu-bloody-minium.

Colin says

Jan 23, 2009

Its not a 'movie' its a 'film'!

Guesst says

Jan 23, 2009

I love all the jolly transatlantic banter in this comments thread.
"Aluminium", "aluminum", "wanker" etc.
"I say tomato, you say tomato..."

Winston says

Jan 23, 2009

I am officially damn excited about this film.

MindBrain says

Jan 24, 2009

Why the #@$#@# is the first and only link to an OOPA LOOMPA youtube video?????????????????????

Mike says

Jan 24, 2009

That looks like a machine shop if you ask me. I work in one myself and I can tell you that those are CNC lathes in the backround along with a granite (surface table) and a machinist toolbox way in the back.
Anyways, that's one clean shop.

Wm says

Jan 24, 2009

“I say tomato, you say tomato…”

That's the same thing isn't it? Is that like a non typo typo? And what is a jolly transatlantic bar tender anyway? Is that like a reference to Santa in the off season? Must be a britsh thing. We call it a pond, but the brits are surrounded by it, so they must feel they need a big word.

BTW: those VMCs in the background are from the 2005-2006 time frame when I worked in Chatsworth CA. I was just an IT Administrator, so I don't know a whole lot about the machines (like the engineers would), but that control panel style was new in 2005, and the company (Fadal) was bought by a german company who changed the loook, so it's clear they're from that time frame.

You can see the large "wheel" looking part on the machines in the back. That holds around 30 heads that can automatically be swapped out. And many of the heads can run coolant through the bit which drastically improves performance. There are of course sprayers to keep the outside of the bit cool too. These are very high performance vertical machining centers, and I suspect they have the optional turn tables and maybe the complete six option as well, for extremely complex cuts like high strength curved parts in Jet Engines. Together these options allow for bare minimum of setup and human interaction to get from solid chunk to completed part(s), drastically reducing the traditionally high cost of machining, and shortening the already short manufacturing time.

Wm

Darren says

Jan 24, 2009

Those are 3 - 5 axis CNC Mills, NOT WATERJETS!

David says

Jan 24, 2009

Will this film be open captioned? Closed captioned? Subtitled? Many Deaf and hard of hearing people would love to watch this film.

gary says

Jan 24, 2009

david, the dvd will have subtitles. the television broadcast will be closed captioned.

Shelby White says

Jan 25, 2009

Damn, I don't think I can wait that long.

Marius says

Jan 25, 2009

Will I have to buy the film, or can I download it from this website?

gary says

Jan 25, 2009

Yes.

Calvin says

Jan 26, 2009

Hmmm... Got my interest.

The only lame thing is that us Mac people know is that Apple are still pretty tight on security, and this will probably not show anything that revolutionary.

The cool thing is that whatever is shown will be the tip of the iceberg, which may give some indication as to how far below the ocean it really goes...

gary says

Jan 26, 2009

calvin, it's the thinking and creativity of the people behind the gadgets that's revolutionary, that's the iceberg. don't just focus on the product/machinery/etc, focus on the creativity. that's what's exciting about jony's interview, for me at least. cheers!

Photo Sharing says

Jan 26, 2009

Great shot! Cant wait for the documentary

rius says

Jan 26, 2009

Jony Ive is HOT!

karl says

Jan 27, 2009

This film will be such a piece of art (the concept, the people involved, everything),and i know its marketing but just dont do it again now march seems so far.

Patrick says

Feb 02, 2009

Ok, you can stop right there. I'm hooked! You could do a 2-hour doc. on Apple's I.D. and I'd buy a copy right now. I'm really looking forward to the new movie and I only hope it plays in the remote wastelands of Illinois (i.e.- outside Chicago).

Canan Akoglu says

Feb 04, 2009

I am extremely over impatient to watch the film!

Videolu Dersler says

Apr 11, 2009

Okay, you win. I can’t wait for the film!

Özgün BLog says

Apr 18, 2009

Damn, I don’t think I can wait that long.

Devon says

May 28, 2009

Gary, I'm so glad you made this film. I'm particularly interested Dieter Rams..."less, but better". Jonathan Ive seems to subscribe to a similar philosophy, I wonder if he mentions Rams as an influence. They're both sensational.

Murray Chapman says

Sep 14, 2009

I feel like a child counting ever second on the night before Christmas. Damn this seems like eternity but man is it going to be so worth it!!!!