Apple has made the front cover of Time Magazine, which carries a tale about the company's product design team.

The article takes a hard look at the way Apple designs its products, illustrated by short interviews with Apple CEO Steve Jobs; engineering vice president Tony Fadell; current iPod head Jon Rubinstein; industrial design chief Jonathan Ive and marketing director Philip Schiller. A paid subscription is required to access the article online.

Apple’s excellence is team effort

"Stop and look at Apple for a second, since it's an odd company. It has been around long enough and has a high enough profile that it's easy to forget that," the report explains.

iLounge carries more extensive detail on the article's contents. It reports that collaboration is critical to the company. Design is: "Simultaneous and organic. Products get worked on in parallel by all departments at once - design, hardware, software - in endless rounds of interdisciplinary design reviews."

Dilution disappoints, success inspires

Jobs reportedly makes his customary comparison between Apple's process and that of car designers to explain his company's advantage.

He discusses how car firms present a show car at an exhibition, but when the vehicle ships it bears no resemblance to the design pitch. He blames a fundamental disconnection between designers, engineers and manufacturers for the eventual dilution of great ideas.

Macworld Conference 2005

October 27-28, 2005. At MacExpo, Olympia National Hall, London

Macworld has gathered the world's best Mac experts for this year's Conference, which focuses on two areas: Mac OS X and profesional design.

Mac OS X: David Pogue (author of many best-selling Mac books, and the technology correspondent for the New York Times) leads the Mac OS X stream, alongside Macworld's hilarious back-page columnist Andy Ihnatko.

Design Pro: Deke McClelland (author of The Photoshop Bible, and inductee of the Photoshop Hall of Fame) runs a masterclass on Adobe Photoshop and other Creative Suite applications, with digital-artist Steve Caplin and photographer Martin Evening. Quark Product Architect Dan Logan flies in from the US to show the world's first full demonstration of the ground-breaking QuarkXPress 7.0.

Discover the hidden tips and tricks utilized by the Mac's top practitioners to dramatically enhance your skills and gain the insights you need to get the most from your technology investment.

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