Over the past decade, Apple has become notorious for releasing groundbreaking products that not only have great functionality, but look great too. The aesthetically pleasing aspect of Apple products can be credited to Sir Jonathan Ive, the brainpower behind the design of the iPad, iPhone, and several other Apple products.
Ive, who is the Senior Vice President of Industrial Design at Apple, has worked at Apple for over 15 years and was recently knighted in Great Britain for his accomplishments. In an interview with the London Evening Standard, Ive talked about product design at Apple and why competitors often fall short…
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.
Q: How does a new product come about at Apple?
A: What I love about the creative process, and this may sound naive, is this idea that one day there is no idea, and no solution, but then the next day there is an idea. Where you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation. But when you make a 3D model, however crude, you bring form to a nebulous idea and everything changes — the entire process shifts. It galvanises and brings focus from a broad group of people. It’s a remarkable process.
Q: Why has Apple’s competition struggled to do that?
A: 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.
Q: Users have become obsessively attached to Apple products. Why?
A: When I used a Mac I had a keen awareness of the values of those who made it. I think people’s emotional connection to our product is that they sense our care, and the amount of work that has gone into creating it.