An article in the July 2005 issue of Architecture magazine examines Eight Inc.’s role in designing Apple’s retail stores, and how the simple design belies the actual complexity that’s required to support technology systems throughout the store. Company partner Tim Kobe said, "The level of craftsmanship that Steve requires is exceptional compared to what most people will accept." He described the precise and exact methods used to design and construct the wooden display tables for the stores, including the single spiral electric cable leading from beneath the tables to the floor outlet. [printed edition only]