It's not common, but also not unheard of for companies to organize properly peer-reviewed journals for their internal research. The two most famous are probably the Bell System Technical Journal and the IBM Journal of Research and Development. From the title I was expecting Apple to be continuing in that tradition, but it seems they aren't.
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Although, a company publishing a peer-reviewed scientific journal like Nature would be surprising. So maybe that isn't the common interpretation when they see the title. Maybe it isn't totally misleading. I guess I'm split on it. :)