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Technology Stocks : Apple Inc.

AAPL 273.85

+0.5%

Dec 24 12:59 PM EST

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To: Win-Lose-Draw who wrote (144104)	10/31/2012 11:14:00 PM
From: Doren	1 Recommendation Read Replies (1) of 213177

Cook should have the final say and I think he will. However good design is a process. Sometimes, many times something that looked unpromising from one angle becomes absolute genius from another. Here's how it works. You are assigned a project. For example: Team here is IBMs new Micro Hard drive. What can we do with this that is amazing? The team goes to work. You have several ideas. Usually one seems best at first. You show your ideas to ALL the others on the design team during a critique. They criticize the weaknesses HOWEVER they also make suggestion about how a change can make a design better, and sometimes what seemed weak becomes a killer if a small aspect is changed. Every member of the design team has several ideas. Eventually the ones that are most promising will emerge. The iPod. I'm sure every member of Ive's team has dozens of ideas. Apple must be disciplined enough to quickly decide which ideas may bear fruit and which are obviously no goes. They have to winnow it out until they have just a few very strong ideas/designs. Jobs was great at that because Apple was originally terrible at it, allowing designers to work on pie in the sky stuff far longer than they should have. I think he probably schooled Cook on the winnowing process. Once the designs are finalized its fairly usual for there to be a consensus about which is the better, then you tweak the ones that your are going to produce until they are perfect. Its a process. I would expect a fair amount of consensus this way inside Apple. A good idea like the iPhone or iPod is obvious once you get the main ideas fleshed out. However just because something is designed well or even extraordinarily well does not guarantee it will sell well or be profitable or fit in with the ecology of a company. And THAT is what Cook has to decide. Jobs became great at that because of his disasters like LISA. An amazing computer that failed miserably. Or the Cube. I think Cook understands that. ----- Interface design is a completely different thing from creative design generally. Interface design has scientific fact behind it, and a good interface designers should be fanatical about being knowledgable about perception studies. They should also know how to do a effective usabilty study for cheap. I said generally but there are always opportunities for interface designers to creatively come up with a better way to do something. My guess is Ive is well educated enough to know a lot about how interface/usabilty design works. He seems like a guy who is absolutely in love with all these things, materials, finish and interface/usablity design. My guess is he will be an absolute fanatic about getting the right people and getting them to do their work right too. My guess is he's really wanted to get this right for a long time.

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