Apple's design workshop: simple is as simple does.
Samsung Electronics sells vacuum cleaners as well as phones, and employs a thousand designers. Apple’s intentions can be revealed in one room. Each table serves a single product, or product part, or product concept; some of these objects are scheduled for manufacture; others might come to market in three or five years, or never. “A table can get crowded with a lot of different ideas, maybe problem-solving for one particular feature,” Hönig, the former Lamborghini designer, later told me. Then, one day, all the clutter is gone. He laughed: “It’s just the winner, basically. What we collectively decided is the best.” The designers spend much of their time handling models and materials, sometimes alongside visiting Apple engineers. Jobs used to come by almost every day. Had I somehow intruded an hour earlier, I would have seen an exhibition of the likely future. Now all but a few tables were covered in sheets of gray silk, and I knew only that that future would be no taller than an electric kettle.