An in-depth study exploring Apple's award-winning industrial design team underlines the deep secrecy that prevails at the company.
Attempting to secure time with the design team proved difficult for the report, which appeared in the Technology Review.
The report stresses the demands of company CEO Steve Jobs, who has focused on product design since the 80's, and drove design forward with the launch of the iMac when he returned to the company.
"Jobs wanted to elevate Apple by using design," senior vice president of creative at Frog Design Mark Rolston observed. Jobs wanted to make his products look different to the beige boxes prevalent in computing at that time.
To that end, Apple has developed a design aesthetic which means all its products seem in some way related.
The effort has implications across all strands of the design proces, including curved corners and the strategic positions of ridges and curves. That focus has also led to innovation in plastics moulding.
The report explains that Apple's design team is deliberately kept small and expected to maintain a "clarity of voice and vision".
Jobs is described as "driven to the perfect experience".
"He doesn't want good design, he wants great design," the report explains. "He has a fantastic sense of what people want. And after all, that is design."
You can read the report here.