The entire piece reads as a promotion piece for people trying to evaluate Apple stock, emphasizing how Apple&#x27;s design team within its corporate structure has a unique process that allows it to deliver the kind of innovations that produced the iPhone.<p>That may well be true, but read the article and there is no hint of a single criticism or critique of Apple&#x27;s description of its design team.  There is little external evaluation of the claims that are being made about how they operate.  There is no meaningful 3rd person analysis from the reporter about the &quot;truthiness&quot; of any of the claims being made here about Apple&#x27;s design team.<p>It&#x27;s a fascinating article, but the OP has a point in saying this is clearly an article whose content has been carefully crafted by Apple&#x27;s PR team.  That doesn&#x27;t mean it&#x27;s not informative, but we should be aware still of how an article like this gets produced.  This is precisely the kind of in-depth coverage that Apple needs for boosting their stock price amongst market investors.  It reassures them that Apple&#x27;s &quot;still got it&quot; when it comes to producing big wins into the future.