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On Apple and Deadlines

Mark Kawano, CEO of Storehouse and formerly a user experience evangelist at Apple:

But the theory that Apple doesn’t have deadlines isn’t just slightly inaccurate, it couldn’t be further from the truth.

Not only does the company set internal deadlines, it also creates deadlines for deadlines that have their own deadlines. Every aspect of the company’s production cycle, from conception to ship date, is calculated. But — and this is a big “but” — what makes Apple different is that it is a company that is willing to move those deadlines. If a product in development isn’t ready to be released, the deadline is pushed back. If an idea isn’t perfect, or isn’t considered truly magical and delightful internally, it’s held back, revised, and the product given an entirely new launch date.

Monday, 18 August 2014