Inside Apple

We did a follow-up interview with Jony Ive at Apple in California last week, and enjoyed the opportunity of filming inside Apple’s design facilities. I felt like Charlie in Willy Wonka and the Chocolate Factory, except everything was made of shiny aluminum instead of candy. And there were no oompa loompas.

I love this job sometimes.


  1. January 20th, 2009 at 4:43 pm

    K says:

    Will this interview be posted anywhere? :)

  2. January 20th, 2009 at 5:50 pm

    gary says:

    yeah… in the film… when it comes out…

  3. January 21st, 2009 at 3:45 am

    Tom Watson says:

    Okay, you win. I can’t wait for the film!

  4. January 21st, 2009 at 6:45 am

    F says:

    Im not really good at waiting, so when can we bye the film? Will it feature in Norway, and if when?

  5. January 21st, 2009 at 1:21 pm

    dario says:

    Luckily, beauty is surrounded us!

    Kudos from Argentina!! (hope someday I will see it, here!)

  6. January 22nd, 2009 at 2:27 pm

    Bert Vanderveen says:

    Are those waterjet-units in the background? It appears like they do their prototyping on site… I would love to see more of that.

  7. January 22nd, 2009 at 2:48 pm

    Scott says:

    Does Jony Ive say “aluminium”?

  8. January 22nd, 2009 at 2:56 pm

    Jorge Quinteros says:

    Normally Apple is so secretive about anything regarding their facilities, which is why I, like everyone other Mac head is fascinated by the mere surfacing of this still shot.

  9. January 22nd, 2009 at 3:55 pm

    Jose Espinoza says:

    Making me not able to wait ever more!!!!!!

  10. January 22nd, 2009 at 4:01 pm

    Allen says:

    Did some research and found the water-jets pictured in the background are indeed water-jets.

  11. January 22nd, 2009 at 4:02 pm

    anonymous99 says:

    Bert Vanderveen: It appears like they do their prototyping on site… I would love to see more of that.

    It seems that Ive is all about researching new materials, prototyping and stuff.

    “Ive invests his design dollars in state-of-the-art prototyping equipment, not large numbers of people. […] Ive’s team at Apple isn’t the usual design ghetto of creativity that exists inside most corporations. They work closely and intensely with engineers, marketers, and even outside manufacturing contractors in Asia who actually build the products. Rather than being simple stylists, they’re leading innovators in the use of new materials and production processes.”

  12. January 22nd, 2009 at 4:06 pm

    Kailash Gyawali says:

    Apple is the best product and John Ive is one of my favourite person and I would like to see the Inside Apple, will be waiting desperately for the video to come out

  13. January 22nd, 2009 at 4:35 pm

    Horacio Oliveira says:

    Ahhh will the Docu be released on iTunes Movies in HD, so I can watch it on Ive’s little AppleTV?

  14. January 22nd, 2009 at 5:01 pm

    Zack says:

    Given that Jon Ive is from the UK I can imagine so, Scott. Isn’t only the US who say it differently to begin with?

  15. January 22nd, 2009 at 5:32 pm

    Josh C says:

    What i find really interesting is that seems to be a new aluminum macbook, just like the one i am using right now except it has a geay bezel rather than the black one in production. this looks like the antiglare screen cover only agailable for the new 17 inch macbook pros

  16. January 22nd, 2009 at 5:32 pm

    Tice says:

    Great shot, looking forward to the movie …

  17. January 22nd, 2009 at 5:39 pm

    Dean says:

    Actually, Americans are now required by an international chemical convention to write and say ‘aluminium. If you Americans think this is hard to stomach, we Brits are required by the same international edicts to write ’sulfur’. Incidentally, we wouldn’t call Jon (or Jonathan) Ive ‘Jony’ over here. How he copes with it, I don’t know :-)

  18. January 22nd, 2009 at 6:00 pm

    Anthony says:


  19. January 22nd, 2009 at 6:18 pm

    tmay says:


    Those are vertical machining centers, not waterjets. Look closely and you can see tooling. More to the point. waterjets are a bit too loud and dirty to be in that part of the shop.

    (I machine stuff for a living, and have a couple of Haas Vertical Machining Centers similar to those Fadals).


    I use the British word “wanker” all the time, and thanks very much for it. Aluminium, not so much…

  20. January 22nd, 2009 at 6:39 pm

    John says:

    Is that a 15″ MacBook Air????

  21. January 22nd, 2009 at 6:48 pm

    Josh C says:

    Josh C,

    That would be the MacBook Air.

  22. January 22nd, 2009 at 6:56 pm

    Pipas Forjaz says:

    can wait for the docci. Please put it on itunes.

  23. January 22nd, 2009 at 6:57 pm

    gary says:

    jony is holding a 13.3″ macbook air, and the computer on the table is also a 13.3″ macbook air.

  24. January 22nd, 2009 at 7:04 pm

    Kwitt says:

    Nice to see you got to intervieuw Jony Ive; must have been an amazing experience!
    Really looking forward to the movie! :)

  25. January 22nd, 2009 at 7:05 pm

    WOW says:

    this guy is cute

  26. January 22nd, 2009 at 7:28 pm

    Michael says:

    Is that a full size wireless keyboard on the table?

  27. January 22nd, 2009 at 7:28 pm

    Simon says:

    Ive says aluminium the British way if I remember rightly from the aluminium iMac launch

  28. January 22nd, 2009 at 8:12 pm

    Doc says:

    It’s great to read all the positive comments about this film, , and about Johnny. He is at the top of my list of people to meet.

    PLEASE if you could post a trailer, more pics or at least more info about the film. Can’t wait thanks so much!!!

  29. January 22nd, 2009 at 8:16 pm

    gary says:

    the trailer is right here:


  30. January 22nd, 2009 at 8:17 pm

    Doc says:


    Yes he does, it’s cool.

    Here he is talking about the new macbooks. ( click on the play video ) Its a great watch!

  31. January 22nd, 2009 at 8:24 pm

    Doc says:


    All I can say is wow. You have really shot this in a very beautiful way. I can tell it’s going to do very well.

    Any one who puts their heart into their work is going to be able to appreciate this film.

    Are you hoping for a spring release or later?

    Cheers to you and thanks!

  32. January 22nd, 2009 at 8:27 pm

    xmccaw says:

    I’d tap him and quietly sneak out in the middle of the night w/ his MacBook. lmao :-p~@

  33. January 22nd, 2009 at 9:05 pm

    DaveK says:

    You’re looking at a complete machine shop with CNC equipment and the like, but it looks like you could EAT OFF THE FLOOR! That’s style…

  34. January 22nd, 2009 at 10:33 pm

    XCool says:

    This is superb! Now, I can’t wait for the movie!

  35. January 22nd, 2009 at 11:15 pm

    ForReal says:

    Jonathan Ive does say “aluminium” the British way, except when he speaks to an American audience, where he purposely says “aluminum”. His friends and colleagues do call him “Jony”.

  36. January 23rd, 2009 at 1:07 am

    Master P says:

    So I don’t mind Apple products but what about B&O? . . . David Lewis AWOL? Jacob Jensen?

  37. January 23rd, 2009 at 5:04 am

    thorsten says:

    Not too shabby, Gary.
    Now I need to shoot you again

  38. January 23rd, 2009 at 6:56 am

    Mark says:

    Is that the Mujirushi Ryohin guy at the end of your trailer? That CD player looks familiar.

  39. January 23rd, 2009 at 7:57 am

    gary says:

    that’s naoto fukasawa, he’s designed stuff for muji (like that cd player) and also has his own brand, plusminuszero.

  40. January 23rd, 2009 at 12:50 pm

    Jeremy Cushing says:

    I can tell just from the picture that this is a film that I cannot wait to see. I am extremely anxious.

    Jeremy Cushing

  41. January 23rd, 2009 at 2:10 pm

    Colin says:

    Its Alu-bloody-minium.

  42. January 23rd, 2009 at 2:11 pm

    Colin says:

    Its not a ‘movie’ its a ‘film’!

  43. January 23rd, 2009 at 3:22 pm

    Guesst says:

    I love all the jolly transatlantic banter in this comments thread.
    “Aluminium”, “aluminum”, “wanker” etc.
    “I say tomato, you say tomato…”

  44. January 23rd, 2009 at 10:57 pm

    Winston says:

    I am officially damn excited about this film.

  45. January 24th, 2009 at 12:18 am

    MindBrain says:

    Why the #@$#@# is the first and only link to an OOPA LOOMPA youtube video?????????????????????

  46. January 24th, 2009 at 2:18 am

    Mike says:

    That looks like a machine shop if you ask me. I work in one myself and I can tell you that those are CNC lathes in the backround along with a granite (surface table) and a machinist toolbox way in the back.
    Anyways, that’s one clean shop.

  47. January 24th, 2009 at 4:49 am

    Wm says:

    “I say tomato, you say tomato…”

    That’s the same thing isn’t it? Is that like a non typo typo? And what is a jolly transatlantic bar tender anyway? Is that like a reference to Santa in the off season? Must be a britsh thing. We call it a pond, but the brits are surrounded by it, so they must feel they need a big word.

    BTW: those VMCs in the background are from the 2005-2006 time frame when I worked in Chatsworth CA. I was just an IT Administrator, so I don’t know a whole lot about the machines (like the engineers would), but that control panel style was new in 2005, and the company (Fadal) was bought by a german company who changed the loook, so it’s clear they’re from that time frame.

    You can see the large “wheel” looking part on the machines in the back. That holds around 30 heads that can automatically be swapped out. And many of the heads can run coolant through the bit which drastically improves performance. There are of course sprayers to keep the outside of the bit cool too. These are very high performance vertical machining centers, and I suspect they have the optional turn tables and maybe the complete six option as well, for extremely complex cuts like high strength curved parts in Jet Engines. Together these options allow for bare minimum of setup and human interaction to get from solid chunk to completed part(s), drastically reducing the traditionally high cost of machining, and shortening the already short manufacturing time.


  48. January 24th, 2009 at 6:15 am

    Darren says:

    Those are 3 – 5 axis CNC Mills, NOT WATERJETS!

  49. January 24th, 2009 at 10:33 am

    David says:

    Will this film be open captioned? Closed captioned? Subtitled? Many Deaf and hard of hearing people would love to watch this film.

  50. January 24th, 2009 at 10:34 am

    gary says:

    david, the dvd will have subtitles. the television broadcast will be closed captioned.

  51. January 25th, 2009 at 5:40 am

    Shelby White says:

    Damn, I don’t think I can wait that long.

  52. January 25th, 2009 at 9:25 pm

    Marius says:

    Will I have to buy the film, or can I download it from this website?

  53. January 25th, 2009 at 10:37 pm

    gary says:


  54. January 26th, 2009 at 6:08 am

    Calvin says:

    Hmmm… Got my interest.

    The only lame thing is that us Mac people know is that Apple are still pretty tight on security, and this will probably not show anything that revolutionary.

    The cool thing is that whatever is shown will be the tip of the iceberg, which may give some indication as to how far below the ocean it really goes…

  55. January 26th, 2009 at 9:42 am

    gary says:

    calvin, it’s the thinking and creativity of the people behind the gadgets that’s revolutionary, that’s the iceberg. don’t just focus on the product/machinery/etc, focus on the creativity. that’s what’s exciting about jony’s interview, for me at least. cheers!

  56. January 26th, 2009 at 10:31 pm

    Photo Sharing says:

    Great shot! Cant wait for the documentary

  57. January 26th, 2009 at 11:42 pm

    rius says:

    Jony Ive is HOT!

  58. January 27th, 2009 at 1:49 am

    karl says:

    This film will be such a piece of art (the concept, the people involved, everything),and i know its marketing but just dont do it again now march seems so far.

  59. February 2nd, 2009 at 2:49 pm

    Patrick says:

    Ok, you can stop right there. I’m hooked! You could do a 2-hour doc. on Apple’s I.D. and I’d buy a copy right now. I’m really looking forward to the new movie and I only hope it plays in the remote wastelands of Illinois (i.e.- outside Chicago).

  60. February 4th, 2009 at 4:19 pm

    Canan Akoglu says:

    I am extremely over impatient to watch the film!

  61. April 11th, 2009 at 8:54 am

    Videolu Dersler says:

    Okay, you win. I can’t wait for the film!

  62. April 18th, 2009 at 12:50 pm

    Özgün BLog says:

    Damn, I don’t think I can wait that long.

  63. May 28th, 2009 at 10:11 am

    Devon says:

    Gary, I’m so glad you made this film. I’m particularly interested Dieter Rams…”less, but better”. Jonathan Ive seems to subscribe to a similar philosophy, I wonder if he mentions Rams as an influence. They’re both sensational.

  64. September 14th, 2009 at 5:49 am

    Murray Chapman says:

    I feel like a child counting ever second on the night before Christmas. Damn this seems like eternity but man is it going to be so worth it!!!!

Leave a Reply

Ads via
The Deck

Rent or download Objectified and Helvetica on iTunes now.