"We have an executive team meeting. It's every Monday at 9 a.m. Religiously, all of us are in that meeting. We spend four hours together. We talk about everything in the company that's important — everything. We go through every product that's shipping, how it's doing. We go through every new product that's on the road map — what's going on, how the teams are doing, and any key issues there are. We might argue and debate current issues. We might argue and debate future road maps. We may get to a point where we say, 'You know, this one we've got to go off site and really brainstorm about it in a bigger way.'
"Every Wednesday we're meeting with product divisions. So a subset of the [executive team] will meet with the Mac division and spend several hours going through Mac. The following Wednesday we'll spend several hours going through iPhone, and then we'll go tick-tock, tick-tock again."
Apple is notorious for its supersecrecy, and Tim surprised us with this insider's look into his weekly meetings rundown. The executive team, which includes industrial design guru Jony Ive, worldwide marketing head Phil Schiller, and technologies VP Bob Mansfield, are extremely hands-on with production. Tim even visits Apple retail stores around the country to learn more about the company's customers.