Apple relies heavily on caffeine. A recent company job listing advertised a role for an iCup technician, with the important task of providing “a fresh brew coffee to all Apple employees within their department.”
Jony Ive’s design team is especially obsessed with the black stuff: For years they kept a $3,000-plus Italian Grimac espresso machine, despite the fact that it leaked all the time. For a while in the 1990s, the design team was even mockingly dubbed “Espresso” for their unabashed love of caffeine culture.
Apple’s not alone in its coffee snob behavior. The rise of coffee shops — with seemingly hundreds of variations on the old coffee standards — have infiltrated every city across the United States: Americans spend $18 billion per year on specialty coffee alone.
But how much do we actually know about it?