Jony Ive: 'I’d leave Apple if it stopped innovating'
Chief of design says innovation keeps him at Apple, where he spends
‘months and months and months’ honing his work
Jony Ive, Apple’s chief of design, said that he would
stop designing products for Apple and go it alone if the company ceased
innovating.
Ive revealed that Apple’s innovation in technology is
what keeps his interest at the Cupertino based company, in an interview with
the Sunday Times about product design.
“Yes. I’d stop. I’d make things for myself, for my
friends at home instead. The bar needs to be high,” said Ive when questioned
about whether he would ever leave Apple.
“I don’t think that will happen,” Ive added. “We are
at the beginning of a remarkable time, when a remarkable number of products
will be developed. When you think about technology and what it has enabled us
to do so far, and what it will enable us to do in the future, we’re not even
close to any kind of limit. It’s still so, so new.”
‘Months and months and months’
Ive, who leads Apple’s industrial and software design,
described the first stage in his relentless process as imaging what “a new kind
of product should be and what it should do” with his team of 15 people from the
US, UK, New Zealand, Japan and Australia.
“Months and months and months” were spent honing
designs like the exact shape of the iMac computer stand, according to Ive, who
said: “It’s very hard to design something that you almost do not see because it
just seems so obvious, natural, and inevitable.”
Ive revealed that the majority of the design work at
Apple happens within his office furnished with computer-controlled cutting
machines and a large wooden display bench topped with prototypes.
‘I don’t recognise my friend in much of it’
On the various articles and books written about
Apple’s Steve Jobs, Ive said “I don’t recognise my friend in much of it.”
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