AdamLishinsky
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How Apple tests product packaging
We all know just how obsessive Apple is about the little things. Scott Forstall, Apple's VP of iOS software, has mentioned that he uses a photographer's loupe to make sure that every pixel on the iOS interface is "just right." Now an upcoming book opens the door on a secret room at Apple HQ where product packages are designed and tested. The book, Adam Lishinsky's Inside Apple, will be available in ebook and printed form tomorrow (January 25, 2012) and opens the kimono on the inner workings of the company. NetworkWorld had an early look at the book, and in one section Lishinsky described a packaging design room that is accessible to only a few people who have the proper security clearance. Apple wants the user experience to start when the consumer first picks up a product box in a store. Lashinsky discusses how the room was once filled with hundreds of iPod box prototypes. The reason they had so many prototypes? Apple wanted to determine exactly which box evoked the proper emotional response in a customer when they unboxed the product. In a quote from the book, Lashinsky notes that "One after another, the designer created and tested an endless series of arrows, colors, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box. Getting it just right was this particular designer's obsession ... What's more, it wasn't just about one box. The tabs were placed so that when Apple's factory packed multiple boxes for shipping to retail stores, there was a natural negative space between the boxes that protected and preserved the tab." Apple's fixation on box design must work: I still have all of the boxes for my iOS devices and Macs. Most other product boxes end up in the recycle bin after a few days.
Inside Apple describes Scott Forstall as Apple's CEO-in-waiting
Apple CEO Tim Cook is an excellent business manager and responsible for much of the company's success in low-cost manufacturing and skinny inventories. But as we saw with Cook's first product announcement on October 4, he lacks a lot of the charisma that marked the Steve Jobs era. A new book is now saying that senior vice president Scott Forstall is the most likely person on the Apple executive team to become CEO after Cook's reign ends. The book by Adam Lashinsky, Inside Apple: How America's Most Admired -- and Secretive -- Company Really Works, is a deep dive inside of the operation of the company by a Fortune magazine columnist. The book is scheduled to be released next week (appropriately during Macworld | iWorld) and is based on scores of interviews with "collaborators, competitors, and former employees." Lashinsky notes that Forstall has many of the traits that would make him an excellent choice for the next CEO. He's young (currently 43), comfortable on stage, worked at Jobs' NeXT before moving to Apple, and shares the Jobs obsession with small details. One entrepreneur told Lashinsky that Forstall is "...a sharp, down-to-earth, and talented engineer, and a more-than-decent presenter. He's the total package." Of course, it could be years before Cook decides to step down, but in the meantime Forstall has time to hone his skills and build even more influence inside the company. Considering that he runs the highly-successful iOS software division, that influence is accumulating quickly.
