Day: 12 March 2015

A truly wonderful in-depth exploration of the production processes of the Apple Watch, as documented in the material films. Greg Koenig:

Jonny Ive often speaks of care. It is an odd word to use as it doesn’t imply the traditional notion of “craftsmanship” in the classic, handmade sense. Nor does it imply quality or precision in the way a Japanese car manufacturer or German machine tool maker would. “Care” implies a respect for the raw materials and end result, with little concern about what it takes to link those two ends of the production chain together, and we see that highlighted with the Watch. Apple could very easily have forgone forging to create stainless steel cases, just like everyone else. Hardening gold alloy with cold working could have been eliminated, putting them on par with the rest of the industry. Nobody will see or feel the inside pocket for the microphone on the Sport, yet it has been laser finished to perfection.

I see these videos and I see a process that could only have been created by a team looking to execute on a level far beyond what was necessary or what will be noticed. This isn’t a supply chain, it is a ritual Apple is performing to bring themselves up to the standards necessary to compete against companies with centuries of experience.

And, surprising absolutely nobody, they’re perfectly reasonable. If you don’t want to read all 400 pages (PDF), Jacob Kastrenakes of the Verge has a decent summary:

The order focuses on three specific rules for internet service: no blocking, no throttling, and no paid prioritization. “A person engaged in the provision of broadband internet access service, insofar as such person is so engaged, shall not impair or degrade lawful internet traffic on the basis of internet content, application, or service, or use of a non-harmful device, subject to reasonable network management,” the order states, while outlining its rules against throttling.

This is absolutely reasonable. I get that some people in the United States are especially cynical about regulatory bodies, but this is agreeable.

Excusing my mild obsession with this app — hey, I take public transit a lot — this is one of those cases where the Apple Watch makes sense. It takes the thing you use for checking the time and repurposes it to show you something immediately related to the current situation. Apple isn’t articulating this well, possibly for a good reason, so it’s up to us seeing it live, in person, to make the connection.