Great Interview With Apple Design Guy Jony Ive

Ive

Sir Jonathan Ive is the man. He is behind many of Apple’s product designs, he’s a freakin’ knight and he’s got a cool accent. In fact, he’s such a cool mofo that Steve Jobs himself set things up so that nobody can tell Ive what to do. He’s seriously one of the only folks at Apple, aside from the CEO, who doesn’t have to answer to anyone. In fact, he’s the only person who doesn’t have to smile in his corporate picture.

The London Evening Standard has a nice interview with Ive, and they ask him questions about working for Apple and why he chose to move to Silicon Valley. You will learn about his knighthood, and more. It’s a cool little piece, and we suggest giving it a read.

Here are a few bits from the interview:

Q: What makes design different at Apple?

A: We struggle with the right words to describe the design process at  Apple, but it is very much about designing and prototyping and making. When you separate those, I think the final result suffers. If something is going to be better, it is new, and if it’s new you are confronting problems and challenges you don’t have references for. To solve and address those requires a remarkable focus. There’s a sense of being inquisitive and optimistic, and you don’t see those in combination very often.

 

On Designing New Products:

Q: Why has Apple’s competition struggled to do that?

A: That’s quite unusual, most of our competitors are interested in doing something different, or want to appear new – I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us – a sincere, genuine appetite to do something that is better. Committees just don’t work, and it’s not about price, schedule or a bizarre marketing goal to appear different – they are corporate goals with scant regard for people who use the product.

Read the full interview here

 

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