WEBVTT 00:00:04.516 --> 00:00:06.569 Apple is always about pushing the envelope, 00:00:06.661 --> 00:00:08.995 about doing the best thing possible. 00:00:09.099 --> 00:00:11.679 And that's different from many companies in the industry. 00:00:11.714 --> 00:00:15.038 A lot of companies, in terms of making 00:00:15.073 --> 00:00:18.562 it the highest quality or the most elegant, 00:00:18.597 --> 00:00:21.602 they will stop at some point because it's too hard. 00:00:21.637 --> 00:00:25.101 And Apple would never give up because it's too hard or it's impossible. 00:00:25.136 --> 00:00:27.768 There is no company in the world where 00:00:27.803 --> 00:00:31.923 there's such a reverence for expertise. 00:00:31.958 --> 00:00:34.423 You don't come to Apple unless 00:00:34.458 --> 00:00:35.757 you're really good at what you do. 00:00:35.792 --> 00:00:38.560 The reason you are here, the reason you're hired is because 00:00:38.595 --> 00:00:40.096 you are at the top of the field 00:00:40.131 --> 00:00:42.698 or you have the potential to be at the top of your field. 00:00:42.733 --> 00:00:49.094 There is a belief in the power of small teams to do really great things 00:00:49.129 --> 00:00:51.548 that if you get the bright people in the room with 00:00:51.583 --> 00:00:56.217 this notion of "let's just do something really great," 00:00:56.252 --> 00:00:57.587 then great things can happen. 00:00:59.301 --> 00:01:01.564 Peeking outside the box is funny. 00:01:01.599 --> 00:01:03.027 We don't even really think about the box. 00:01:03.062 --> 00:01:04.996 When we go out to build something, 00:01:05.031 --> 00:01:07.686 we don't start by thinking what everyone else is doing, 00:01:07.721 --> 00:01:11.105 therefore,what is the best practices, and what should we do. 00:01:11.140 --> 00:01:12.239 I think we look to say, 00:01:12.274 --> 00:01:14.520 what's the best that possibly could be. 00:01:14.555 --> 00:01:17.497 We never stop really and we're always refining, 00:01:17.532 --> 00:01:20.626 refining, refining every little last detail until 00:01:20.661 --> 00:01:22.701 there's no more time to refine. 00:01:22.736 --> 00:01:25.349 That's no such thing that is good enough. 00:01:25.384 --> 00:01:27.118 It just has to be the best. 00:01:29.190 --> 00:01:31.232 One of the unique things about Apple 00:01:31.267 --> 00:01:34.701 is the level of cross-collaboration between different groups. 00:01:34.736 --> 00:01:37.405 When we decided to redesign 00:01:37.440 --> 00:01:39.457 the batteries for our portable products, 00:01:39.492 --> 00:01:41.043 the goal is very simple �� 00:01:41.078 --> 00:01:44.424 to design a smaller battery that would last longer. 00:01:44.459 --> 00:01:48.539 We have to start with a new chemistry, 00:01:48.574 --> 00:01:50.823 a new mechanical design, 00:01:50.858 --> 00:01:53.767 a completely different industrial design, 00:01:53.802 --> 00:01:55.422 our environmental team is involved. 00:01:55.457 --> 00:01:58.278 It just touched at some different parts of the company. 00:01:58.313 --> 00:02:02.372 And that's how new technology is done in Apple. 00:02:02.407 --> 00:02:03.999 It involves everybody. 00:02:04.034 --> 00:02:06.269 The different thing in a good product, a great product 00:02:06.417 --> 00:02:11.386 is that attention to detail. When we started the design of the iPad 2, 00:02:11.421 --> 00:02:13.301 we knew from the very beginning that the cover was gonna 00:02:13.342 --> 00:02:15.559 be a really important part of the story. 00:02:15.594 --> 00:02:17.780 The challenge was how to attach the cover. 00:02:17.815 --> 00:02:19.771 Oriental rotation magnets was 00:02:19.806 --> 00:02:22.960 a really challenging engineering task. 00:02:22.995 --> 00:02:25.827 One of the engineers on our team actually became 00:02:25.862 --> 00:02:29.247 an expert in doing computer simulations on magnetic field. 00:02:29.282 --> 00:02:32.089 There's tremendous amount of work 00:02:32.124 --> 00:02:33.798 by a large number of people who, 00:02:33.833 --> 00:02:35.252 through the course of this product, 00:02:35.287 --> 00:02:36.711 have become, you know, 00:02:36.746 --> 00:02:40.446 genuine experts in new areas because they had to, 00:02:40.507 --> 00:02:41.857 to figure out how to make this product. 00:03:02.622 --> 00:03:05.178 I think certainly hard work as important because 00:03:05.213 --> 00:03:08.879 there is so much work put into making anything be a product, 00:03:08.914 --> 00:03:12.261 or a piece of marketing, or some software. 00:03:12.296 --> 00:03:15.853 What's presented to the customer is this kind of effortless ease. 00:03:15.888 --> 00:03:18.915 You don't really know how much work goes underneath the surface, 00:03:18.950 --> 00:03:20.351 but believe me, there's a lot. 00:03:40.406 --> 00:03:43.092 The best part of working in Apple is actually 00:03:43.127 --> 00:03:47.430 the feeling that what you've brought to the table 00:03:47.465 --> 00:03:50.770 has contributed to something greater than yourself, 00:03:50.805 --> 00:03:52.660 and in that way you are changing the world. 00:03:52.695 --> 00:03:55.991 We're introducing mind-boggling, 00:03:56.026 --> 00:03:58.436 new, got-to-have-it, scramble, 00:03:58.471 --> 00:04:00.675 lines-around-the-building kind of products. 00:04:00.710 --> 00:04:04.410 And I love my role in making that happen. 00:04:04.445 --> 00:04:07.950 You'll get more out of working here for two years 00:04:07.985 --> 00:04:09.314 than you'll get out of working in any 00:04:09.349 --> 00:04:12.028 other companies for five years. Easily. 00:04:12.063 --> 00:04:15.453 There are a lot of places you can find happiness. 00:04:15.488 --> 00:04:19.420 Work when structured right is one of 00:04:19.455 --> 00:04:21.099 the few places you can really find meaning. 00:04:21.473 --> 00:04:25.131 And I think what Apple gives the employees is the opportunity 00:04:25.216 --> 00:04:27.680 to be part of something really, really meaningful.