By Noah Graff
I’m what people would call an “Apple guy.” I only buy mac computers, own Apple stock, and my iPhone and I are inseparable. The fourth generation iPhone was introduced yesterday, and I have to say, I covet it.
In addition to its products being superior in technology and quality, Apple takes pride in its products’ aesthetics, striving to portray them as glamour symbols. Apple’s designers shape their products with the care and sexiness of an Italian car designer. Fittingly, in his key note speech Monday, Apple CEO Steve Jobs even characterized the iPhone as the BMW or Mercedes of phones and its rivals as common sedans. Apple’s marketing team is quite deliberate in its choice of words to describe the company’s products. They say they strive to “produce technology as art form.”
In Apple’s description and video of the new iPhone it boasts that the body of the phone is “CNC machined,” which the company also boasted a few years ago when its aluminum MacBooks debuted.
One of the most successful, coolest companies of our time has just glorified the importance of precision machining. Who knows, maybe the next time I explain to average person what Today’s Machining World is about, I won’t get such a perplexed look.
Question: Do you care that Apple has drawn attention the importance of precision machining?
(Skip to the 5:00 minute mark to watch the CNC machining process)