Breaking down Apple’s latest design studio video

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Apple Infinite Loop II
Apple's secretive Industrial Design Studio is on the ground floor of Infinite Loop II, one of the main buildings of Apple's Cupertino campus.

To promote his new design book, Jony Ive has made a video giving a very rare peek inside Apple’s ultra-secretive design studio.

The video is only the second one that I know of that shows the inside of the “studio behind the Iron Curtain” — so called because it’s so sealed off from the outside world. (The other was last year’s 60 Minutes episode).

While watching it, I recognized a lot of details that I mention in my book about Jony Ive but I don’t think are generally well-known. So I screenshot the video and made a few notes. Warning: This one’s for the design nerds.

Take a video tour of Apple’s secret design studio

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Take a peek inside Jony Ive's design lab.
Apple's secretive Industrial Design Studio is on the ground floor of Infinite Loop II, one of the main buildings on the Cupertino campus.

Very few outsiders have been inside Apple’s Industrial Design Studio, the amazingly creative product lab behind the company’s blockbuster hardware.

That may change this weekend, when 60 Minutes broadcasts a tour of the design lab. Apple’s lead designer, Jony Ive, gave journalist Charlie Rose a peek at the facility earlier this year — and his report airs this Sunday.

But you can take a tour of Apple’s secret Industrial Design studio right now. A virtual one, anyway.