That is the collective insight of three big-name Appelista — design chief Jony Ive, chairman Art Levinson, and co-founder Steve Wozniak — who have been unusually loquacious when asked about Apple’s culture and current state in recent days. Their frank discussions stand in stark contrast to the drum-tight control Steve Jobs held over Apple and public statements about Apple, its creative process, and its future were few and far between. But this is the Tim Cook era, and we’re getting more frequent glimpses of life within the Cupertino campus.
First up was Ive, who appeared on the BBC program Blue Peter last week to receive the show’s most prestigious award. In a segment cut from the official clip, Ive discussed the depth of thought Apple puts into naming its products to avoid consumer preconceptions, using a lunchbox as an example.