Now that Jony Ive and Apple have finally severed ties completely, it’s time for Cupertino’s current Industrial Design team to get the recognition it deserves.

Ive’s old Industrial Design team at Apple has been doing stellar work in his absence, but without getting the full credit. As long as Ive was still an Apple consultant, the credit was muddied: Was this Ive’s work or someone else’s?

Several highly experienced designers who created Apple’s best-selling products are leaving after working decades for the company.

The departure of these senior designers comes as Apple is shifting some of its focus from computers to services. And even cars.

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.

Increasingly, some Apple fans think Jony Ive has lost it.

He’s killing ports and headphone jacks left and right. The latest MacBooks value form over function. He’s designing gold watches for the 1 percent.

And now his glossy new photo book, Designed by Apple in California, looks like a $300, linen-bound ego trip.

The striking thing about Motor Trend‘s piece on the rumored Apple car is all the talk of the “user experience.”

The various auto designers and experts interviewed by Motor Trend speculate that Apple will try to redefine the car “experience.” They talk about stuff like acoustics, and look and feel, rather than specs like miles per gallon or engine torque.

They predict that Apple will bring a better “user experience” to the car of the future, not just a better physical product.

This reminded me of interviewing Apple’s designers for my Jony Ive book. They explained that the design group takes exactly this approach when thinking about new Apple products. Instead of starting with chip speeds or screen resolutions, they begin by asking each other how the new product should make the user feel.

And thinking about this made me realize why Jony Ive has a chauffeur. It’s not because he’s a one percenter. It’s about Project Titan, Apple’s future car.

This feature is adapted from my book, Jony Ive: The Genius Behind Apple’s Greatest Products. It offers a rare look inside one of Apple’s most secretive institutions: the Industrial Design studio.

Where do Apple’s great products come from?

For the last 18 years — since Steve Jobs returned to the company in 1997 — most of them have come out of Apple’s Industrial Design studio, a small and secretive group of creatives headed up by celebrated British designer Sir Jony Ive.

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.

As rumors that Apple is making a self-driving car rev up, a peek under the hood of the company’s famed Industrial Design studio reveals a crew of talented automobile designers.

An interest in futuristic cars is embedded deep within the DNA of Apple’s vaunted design team. Working under Jony Ive, Apple employs designers who worked on several fantastic concept cars, including a fabric-covered BMW that shifts shape depending on speed.

Ive has long been obsessed by cars. (He has quite a stable.) As a teenager, Ive wanted to be a car designer. He visited a U.K. design school that specialized in automotives with a view to studying there, but he found the other students too weird. They were making “vroom vroom” noises as they sketched. Instead, he went to Newcastle Polytechnic (which has since been renamed Northumbria University).

A look at other key members of Apple’s design team, and at a super-secret research-and-development facility planned for the company’s new campus, offers a few clues about how Cupertino might go about producing innovative and unconventional cars.

Ever wanted to take a tour of Apple’s secret Industrial Design studio in Cupertino? Now you can — a virtual one, anyway — just for writing a review of my new book about Jony Ive. It doesn’t even have to be a good review!

Located on the ground floor of Infinite Loop II behind frosted glass windows, the industrial design studio is where Ive and his team of design elves cook up Apple’s awesome products.

Few have been inside — even some of Apple’s own executives haven’t seen it. Rumor has it that the former head of iOS, Scott Forstall, wasn’t allowed inside, even when he was developing the iPhone’s operating system. Only one published photograph has ever been taken inside the studio. And no, Blue Peter and the Objectified documentary weren’t filmed there, contrary to popular opinion.

Now you can take a tour. I had a 3-D model of the studio created, based on detailed descriptions and diagrams by former designers who worked inside. I used it to create a video tour of the studio, showing the layout and explaining how everything works. I think the video turned out great, and here’s how you get a sneak peek.

SAN FRANCISCO — Apple went from being chump of the tech world to champ, and what was the product that turned it all around?

That was the question posed to a panel of ex-Apple designers at a special event here in the city.

The answers might surprise you.