May 17th 2017
By Mike Flaminio
A nice feature in Wired as Apple's new headquarters Apple Park.
For the next two hours, Ive and Whisenhunt walk me through other parts of the building and the grounds. They describe the level of attention devoted to every detail, the willingness to search the earth for the right materials, and the obstacles overcome to achieve perfection, all of which would make sense for an actual Apple consumer product, where production expenses could be amortized over millions of units. But the Ring is a 2.8-million-square-foot one-off, eight years in the making and with a customer base of 12,000. How can anyone justify this spectacular effort?
"It's frustrating to talk about this building in terms of absurd, large numbers," Ive says. "It makes for an impressive statistic, but you don't live in an impressive statistic. While it is a technical marvel to make glass at this scale, that's not the achievement. The achievement is to make a building where so many people can connect and collaborate and walk and talk." The value, he argues, is not what went into the building. It's what will come out.