You Can't Do What Apple Does

What happened when Apple wanted to CNC machine a million MacBook bodies a year? They bought 10k CNC machines to do it. How about when they wanted to laser drill holes in MacBook Pros for the sleep light but only one company made a machine that could drill those 20 ┬Ám holes in aluminum? It bought the company that made the machines and took all the inventory. And that time when they needed batteries to fit into a tiny machined housing but no manufacturer was willing to make batteries so thin? Apple made their own battery cells. From scratch.

When people look at Apple’s design, they claim it’s boring, doesn’t iterate, doesn’t innovate. That’s because they haven’t even started to imagine what Apple does do.



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