"For Xander Soren, it simply meant translating those principles into a different medium and bottling them. During his 20-plus years at Apple, Soren helped shape some of the company's most culture-defining products and creative tools. He was the original product manager for iTunes, worked on the launch of the iPod, led the development of GarageBand, and oversaw features like iPhone ringtones that became ubiquitous parts of Apple's ecosystem."
"Soren is now the mind behind a radical wine venture years in the making, developing a high-end Pinot Noir crafted specifically to pair with Japanese cuisine. After decades spent building products at Silicon Valley speed, he chose to pursue a more contemplative set of passions such as wine, Japanese culture, and Japanese food, while building a business that is deliberately small, design forward, and personal. He produces just 600 to 800 cases per vintage, sometimes fewer than 100 cases of a single wine."
Xander Soren spent more than 20 years at Apple and helped shape products including iTunes, the iPod, GarageBand, and iPhone ringtone features. He absorbed a philosophy of simplicity, emotional resonance, and uncompromising craft. He now creates a high-end Pinot Noir designed to pair with Japanese cuisine, translating Apple design principles into winemaking. He produces 600 to 800 cases per vintage, with some wines yielding fewer than 100 cases. The business emphasizes small scale, deliberate design, and personal attention, favoring intention over growth and speed, and reflecting long-standing interests in wine and Japanese culture.
Read at Fast Company
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