Jony Ive goes inside Apple’s design lab in new video

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Not a single detail goes unnoticed at Apple.
Photo: Apple

Going inside Apple’s design lab is a rare privilege some Apple execs don’t even get, but Jony Ive is giving the world a glimpse inside his lab to celebrate the company’s new book.

In Apple’s latest video, Jony Ive’s disembodied voice floats through his Industrial Design Studio while describing the processes for making the company’s iconic gadgets. Shots of Apple’s prototyping machines can be seen, as well as the product benches where every single detail of a product is analyzed and reconsidered.

Take a look:

Inside the lab

Cult of Mac created a video with a 3D model of the Industrial Design Studio based on details from Leander Kahney’s book, Jony Ive: The Genius Behind Apple’s Greatest Products.

Other major companies have teams of over 1,000 designers, but Ive’s group consists of around 20. The tight-knit group has worked together at Apple for years, making some of the most iconic tech products of the last two decades.

The company’s new $300 book, Designed by Apple in California, contains 450 photos of Apple products. It’s dedicated to Steve Jobs and comes near the 20th anniversary of his return to Apple.

“The idea of genuinely trying to make something great for humanity was Steve’s motivation from the beginning, and it remains both our ideal and our goal as Apple looks to the future,” Ive said in a statement. “This archive is intended to be a gentle gathering of many of the products the team has designed over the years. We hope it brings some understanding to how and why they exist, while serving as a resource for students of all design disciplines.”