[ WP ] since 2010 Apple has n't designed a single one of its products instead it builds its products off of the rumors people have .

Tim Cook paced back and forth at the head of the conference table surrounded by the brightest minds at Apple. 
 
 
 `` You must have SOMETHING Jony! You've been telling us'next week' for 3 months now!'' 
 
 
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 Jony Ive, Chief Design Officer at Apple Inc., looked tattered and torn. He had n't shaved in a month and his clothes were covered in coffee stains. 
 
 
 `` I can make prototypes all day long, I DO make prototypes all day long, but if there's no fake mockups to go on then I'm just spittin' in the wind.'' 
 
 
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 `` What if we bring the wheel back? I really liked that on the first iPod.'' piped up Craig Federighi, Apple's Senior Vice President of Software Engineering. `` It was so much easier dealing with a hardware scroller...'' 
 
 
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 `` Are you kidding?'' asked a visibly upset Phil Schiller, Senior Vice President of Marketing. `` We're supposed to move FORWARD not BACKWARDS!!! I ca n't sell nostalgia! We might as well make a portable cassette player and call it the iMan!'' 
 
 
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 `` We could easily do it, the wheel I mean,'' replied Bob Mansfield, a hardware engineer and former Senior Vice President, `` I have some mockups in my office I can get...'' 
 
 
 Cook cut him off. `` DAMN IT BOB! I thought we took all your tools away?!?'' 
 
 
 Bob lowered his head. `` You did. I kept some of my daughter's Play doh...'' 
 
 
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 `` This is just great,'' Cook said throwing his arms in the air, `` we're a month away from launch and Jony is making phones out of Shrinky Dinks, Craig wants to LITERALLY reinvent the wheel, and Bob's making dials out of silly putty!'' 
 
 
 `` Play doh, not silly putty.'' Bob said quietly. 
 
 
 `` I use a very advanced titanium alloy laced with Shrinky Dinks, not just Shrinky Dinks.'' Jony added. 
 
 
 `` You mean figuratively reinvent, not literally. It's easy to mix the two up. Let me show you an example...'' Craig said as he got up from his chair. 
 
 
 `` I swear to god Craig if you do n't sit right back down I will LITERALLY bite your head off!'' 
 
 
 `` Yes sir. Yes sir. And that time you used it right.'' Craig replied softly as he sat back down. 
 
 
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 `` How are the commercials coming Phil?'' Cook asked in desperation. 
 
 
 `` Oh they're fine like always. Selling a feeling was one of Steve's greatest marketing ideas. Show a mountain or a field, people smiling and dancing, anything really and you've got your commercial. I just need the frickin' spinning product reveal at the end.'' 
 
 
 `` I'm glad I can count on someone to do their job. Thank you Phil.'' Cook patted him on the back. 
 
 
 `` As for the rest of you...'' 
 
 
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 Cook stopped as he saw Joe, a veteran Apple intern, running towards the conference room. 
 
 
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 `` I've got something! I've got something!'' Joe shouted triumphantly as he bursted into the room. 
 
 
 `` It's... it's...'' Joe needed a second to catch his breath. 
 
 
 Cook comforted him. `` It's OK Joe, take your time.'' 
 
 
 `` OK... ok... You guys remember Titanic right?'' Joe asked. 
 
 
 `` Oh! A Shrinky Dink Ship! That's fantastic!'' Jony exclaimed. `` You could market that like crazy Phil! Think of all the puns!'' 
 
 
 `` No, not the ship Mr. Ives, you're close, but I mean the movie Titanic.'' 
 
 
 Eddy Cue, Senior Vice President of Internet Software and Services took his chance to speak up. 
 
 
 `` We've had that on iTunes for years already. This is n't new.'' 
 
 
 `` No, not selling the movie,'' Joe rolled his eyes slightly at Eddy while regaining his composure. 
 
 
 `` I love that movie!'' Bob said cheerfully. The others in the room looked at him with disdain. 
 
 
 `` What? My wife and kids watch it all the time. Near, Far, WhereEVER You are, I will...'' 
 
 
 `` SHUT UP BOB!'' Cook yelled. 
 
 
 `` No, no,'' Joe continued, `` do you remember the scene at the end with Rose and Jack in the water? Well, the Twitter-Insta-Blogo-Sphere has been going on and on about how there was enough room for Jack on that piece of wood. Do any of you, not you Bob, remember that part?'' 
 
 
 `` I like where you're going with this Joe...'' Cook said with a smile.
