Look Carefully at Bloomberg Businessweek's Apple Cover

It May Not Be as Magical and Mysterious as It Seems

Published On
Sep 10, 2015

Editor's Pick

On the heels of Apple's 2015 keynote, Bloomberg Businessweek unveiled a cover stoy by editor Josh Tyrangiel about the making of 3D Touch, one of the key features of the 6S iteration of the iPhone. Along with it comes a simple cover showing the backside of the device. It looks pretty normal until you read the copy that sits in place of the usual "Designed by Apple in California. Assembled in China" text on the actual phone.

Instead, it reads as follows:

Designed by Apple in California. Assembled in China. Overhauled constantly in anxiety-filled hours we don't usually talk about because we're Apple and it's all supposed to be a magical mysterious miracle, but people have ridiculous expectations that give us night sweats, and Steve Jobs was, well you know, and. . .

Can you imagine Jony Ive reciting that in a product demo?