4.6 • 13.2K Ratings
🗓️ 31 January 2024
⏱️ 44 minutes
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It’s 2012 and Apple’s legendary designer in chief, Jony Ive, decides the company’s first product launch after Steve Jobs’ death should be a smartwatch. But he struggles to get buy-in from CEO Tim Cook and upper management. Meanwhile Samsung races to beat Apple to market.. Then Samsung raises the stakes with a wildly successful satirical ad campaign aimed at Apple’s pretentiousness, but eventually launches a flawed smartwatch that leaves consumers cold. After Apple finally greenlights the smartwatch project, Jony Ive and Apple engineers grapple with a host of challenges.
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0:00.0 | It's January 2012 in Cupertino, California. |
0:09.0 | It's January 2012 in Cupertino, California. |
0:12.0 | Apple Senior VP of design, Johnny I, parks his Black Aston Martin |
0:17.0 | and walks across the grass courtyard of the Infinite Luke campus. |
0:21.0 | It's a ring of six nondescript 90s era office buildings. |
0:25.0 | Eye of his 45 years old and the man behind the IMac, the Macbook, the iPod, the iPhone, and the iPad. |
0:33.0 | He's got a tight buzz cut and the stocky build of a former rugby player. |
0:38.0 | A fresh wave of grief bears down on him as he passes the place where he recently gave a memorial speech for |
0:44.3 | Steve Jobs, his longtime creative partner and close friend. He remembers their |
0:49.9 | last conversations about Jobs dream of developing a new platform that would |
0:54.8 | transform people's lives the way the iPhone had. Now I've is desperate to find the |
1:00.8 | right project to honor his friend's vision and to prove to the world |
1:05.2 | that Apple can survive without jobs at the helm. Dejected, Dive stairs down at his feet. |
1:12.0 | He's a little worried about his blood pressure. it, Yves stares down at his feet. |
1:13.0 | He's a little worried about his blood pressure. |
1:15.8 | He hasn't been taking care of himself in the emotional tail spin following Jobs's death. |
1:21.6 | He knows Jobs was investigating how technology could help people be |
1:25.0 | healthier during his long journey with cancer. And now all anyone seems to |
1:30.0 | talk about in Silicon Valley these days is the fit bit, a clip-on wrist band pedometer |
1:35.7 | that counts steps and even tracks your sleep. |
1:39.4 | I'd kicks a pine cone off the concrete pack and things how ironic it is that we think of pedometers as modern |
1:46.0 | technology. |
... |
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