A reflective Jony Ive recalls the joy of joining Apple, the magic of making products that ...

Posted:
in General Discussion edited October 2017
Apple Chief Design Officer Jony Ive took part in a one-on-one interview at The New Yorker's TechFest event in Manhattan on Friday, where he spoke about the design process, the joys of working at Apple, and even the downside of advanced tools like the iPhone. AppleInsider was there live and shares highlights from the interview.




In a talk with David Remnick of The New Yorker, Ive was asked what designs he detests. The iconic force behind Apple's product design quipped: "Most things, really."

Most items, he said, are built to a cost or a schedule, but are not built for people. Apple, on the other hand, has a far different approach to design, he said.

"I truly believe that we may not be able to consciously articulate why we like something," Ive said. "But I believe, as a species, I believe we sense care. We find it very hard to articulate, but we genuinely sense care in the same way we sense carelessness."




Remnick asked Ive about smartphones before Apple began work on the iPhone, and Ive said that the one thing all of Apple's designers shared in creating the iPhone was simple: They hated their current phones.

"They were a little soul destroying... They were flippant," Ive said. "They were poorly made. To me, they testify to convenience and a lack of ambition."

Ive was also asked about whether he has the time to appreciate how much his products have affected and changed the lives of individuals around the world. He said he spends so much time being focused on Apple's next thing, that it can be difficult for him to truly grasp the impact he has had.




To him, responses from customers who take the time to write in an email or a letter, detailing their personal experiences and how Apple products have had a positive effect on their lives is the most rewarding part of putting a product out into the wild.

But he also admitted that new technologies -- or an advanced "tool," as he called the iPhone -- have pros and cons. When asked what a negative of the iPhone is, Ive admitted that "constant use" is a misuse of the technology.

Does Ive have that problem? He hinted that the intent behind the design of the Apple Watch was to address the very problem that the the iPhone created.

"With my watch, I tend to not," he quipped, joking that it was a plug for the new Series 3 model with cellular.

But he also noted that finding a balance in life, with all objects and tools and interactions, is a constant struggle that existed long before modern technology, let alone the iPhone.
"What I will remember most fondly will not be the products, it will be the process." - Jony Ive
"It's just nice to have space," Ive said. "I think we fill space because we can, and not because we should."

Ive was mostly reflective during the speech, dwelling on his time at Apple and what drew him to the company. He spoke about his early days at Apple and a "succession of CEOs" that occurred before Steve Jobs returned to the company.

Still, through it all, he said he never lost faith in the potential of Apple and what the company stood for.

"I moved from London to join this group of hippies in California, and I thought there was something very special about the company," he said.

But for him, the most valuable part of the Apple experience is the time and effort that it takes to create a product, to design it expertly inside and out, with a team of people who are passionate about technology and how it can enhance the lives of millions of users.

"What I will remember most fondly will not be the products," he said, "it will be the process."
patchythepirate

Comments

  • Reply 1 of 16
    RacerhomieXRacerhomieX Posts: 95unconfirmed, member
    Great man with Great vision. Love his every move. The Notch will become legendary ,just like the home button. The White Apple Watch Edition Ceramic ,is my dream watch.
    patchythepiratewlymStrangeDaysLoneStar88GeorgeBMacbadmonkwatto_cobra
  • Reply 2 of 16
    RacerhomieXRacerhomieX Posts: 95unconfirmed, member
    sog35 said:
    The red button on the Apple Watch has changed my life.

    I have a feeling the notch on the iPhone X will also.
    You can easily cover the red cover with a sticker. I think it was done ,to differentiate between models easily. I personally like it.
    patchythepiratebadmonkwatto_cobra
  • Reply 3 of 16
    kasperkasper Posts: 941member, administrator
    sog35 said:
    The red button on the Apple Watch has changed my life.

    I have a feeling the notch on the iPhone X will also.
    You can easily cover the red cover with a sticker. I think it was done ,to differentiate between models easily. I personally like it.
    It looks sharp if you’re wearing a red shirt ;)
    badmonkRacerhomieX
  • Reply 4 of 16
    cpsrocpsro Posts: 3,192member
    Ive needs to read Michael Pollan.
    GeorgeBMac
  • Reply 5 of 16
    "What I will remember most fondly will not be the products," he said, "it will be the process."
    THIS is the kicker of the whole interview!

    A person's only real pay in life is the enjoyment of the effort he/she puts out. The products (or trophies) come and go. They don't matter nearly as much as the team participation and the next "game." No amount of money or possessions will substitute for it.

    Those who have experienced this know what I'm talking about, and I won't bother to explain it to anyone else.

    This is a big chunk of the "magic" of Apple: Sir Jony's many contributions on an ongoing basis as part of the Apple team.

    Apple products on my "want" list: iPhone X, Apple Watch Series 3 with cellular, iMac Pro, and iPad Pro/Apple Pencil.
    edited October 2017 radarthekatGeorgeBMacbadmonkwatto_cobraRacerhomieXjony0
  • Reply 6 of 16
    netroxnetrox Posts: 1,415member
    so its true... Apple is a liberal company.... run by a bunch of hippies. I am done with Apple. /sarcasm
    badmonk
  • Reply 7 of 16
    fallenjtfallenjt Posts: 4,053member
    "What I will remember most fondly will not be the products," he said, "it will be the process."
    THIS is the kicker of the whole interview!

    A person's only real pay in life is the enjoyment of the effort he/she puts out. The products (or trophies) come and go. They don't matter nearly as much as the team participation and the next "game." No amount of money or possessions will substitute for it.

    Those who have experienced this know what I'm talking about, and I won't bother to explain it to anyone else.

    This is a big chunk of the "magic" of Apple: Sir Jony's many contributions on an ongoing basis as part of the Apple team.

    Apple products on my "want" list: iPhone X, Apple Watch Series 3 with cellular, iMac Pro, and iPad Pro/Apple Pencil.
    Trust me. I too want your list and more. I love Ive’s design ideas which focus on simplicity and functionality. It’s honest and useful without obstrusiveness  or gimmick. It’s Dieter Rams’ principal. 
    badmonkwatto_cobra
  • Reply 8 of 16
    GeorgeBMacGeorgeBMac Posts: 11,421member
    "What I will remember most fondly will not be the products," he said, "it will be the process."
    THIS is the kicker of the whole interview!

    A person's only real pay in life is the enjoyment of the effort he/she puts out. The products (or trophies) come and go. They don't matter nearly as much as the team participation and the next "game." No amount of money or possessions will substitute for it.

    Those who have experienced this know what I'm talking about, and I won't bother to explain it to anyone else.

    This is a big chunk of the "magic" of Apple: Sir Jony's many contributions on an ongoing basis as part of the Apple team.

    Apple products on my "want" list: iPhone X, Apple Watch Series 3 with cellular, iMac Pro, and iPad Pro/Apple Pencil.
    I DO know what you're talking about...
    ...  Well said!
    badmonk
  • Reply 9 of 16
    badmonkbadmonk Posts: 1,285member
    Amen brothers to the previous comments!  iPhone X and a Ceramic AW WITH the red dot will follow but may wait till next year.

    Oh and HomePod.  I love how Jony and company always stay true to their values and beat back the naysayers year after year...removing the headphone jack, the early criticism of the now best selling watch on the planet.  Only ߍulls this off.

    Screw the trolls, the cyber-geeks of Google/Amazon/Qualcom, WSJ/NYT/Youtube journalists, WS analysts.
    edited October 2017 watto_cobraRacerhomieX
  • Reply 10 of 16
    cgWerkscgWerks Posts: 2,952member
    He said that when Steve retuned and turned the company around, the focus was on the product, not money.
    The money followed.

    Now, the *focus* seems to be on the money, when they are in a position that the money shouldn't matter nearly as much.
    They must get back to the product and UX focus (sure, profit and money is always a concern at some level when in business). Is Steve just a fond memory, and did they learn nothing from the guy?

    He also talks about how bad phone were before the iPhone. I agree and disagree. Smart-phones were pretty terrible. But, there were some great phones. I can't recall the brand, but I had a small, thin flip-phone in the early 2000s that was quite well made, elegant, and a very incredible phone. I'm glad Apple brought the SE back, as it's the closest thing to it. Phablets masquerading as phones might be nice in the smart-phone sense, but they are compromised phones. Each has a place, and I hope Apple remembers that. (And, I can anticipate the responses.... but I'll just redirect you to my paragraph above. It *should* be about the products, not the money.)
    watto_cobra
  • Reply 11 of 16
    GeorgeBMacGeorgeBMac Posts: 11,421member
    cgWerks said:
    He said that when Steve retuned and turned the company around, the focus was on the product, not money.
    The money followed.

    Now, the *focus* seems to be on the money, when they are in a position that the money shouldn't matter nearly as much.
    They must get back to the product and UX focus (sure, profit and money is always a concern at some level when in business). Is Steve just a fond memory, and did they learn nothing from the guy?

    He also talks about how bad phone were before the iPhone. I agree and disagree. Smart-phones were pretty terrible. But, there were some great phones. I can't recall the brand, but I had a small, thin flip-phone in the early 2000s that was quite well made, elegant, and a very incredible phone. I'm glad Apple brought the SE back, as it's the closest thing to it. Phablets masquerading as phones might be nice in the smart-phone sense, but they are compromised phones. Each has a place, and I hope Apple remembers that. (And, I can anticipate the responses.... but I'll just redirect you to my paragraph above. It *should* be about the products, not the money.)
    No, I disagree...
    "Now, the *focus* seems to be on the money" (rather than product)
    ... Because they are financially successful does not prove that they are putting profit before product.   Nor does the fact that they aren't leading/bleeding edge innovators in every area.  Innovation is not the only criteria of product quality.  Actually, quality and innovation often are at opposite ends of the spectrum.   There are tons of organizations that put out innovative products that are junk.

    "Smart-phones were pretty terrible"
    I was using a smart phone 10 years before the iPhone came out.  The first was a Samsung that was basically a Palm Pilot with and embedded phone.  It worked well -- and replaced carrying a flip phone, pager and palm pilot.  Later, several years before the iPhone, I moved to a Palm Treo which also served my needs very well.  In fact, I upgraded to a newer model after the iPhone came out because the iPhone couldn't match its functionality (mostly the excellent functionality of the Palm OS and apps along with providing a number of full, 1,000 page medical manuals in my pocket).
    ... If you compare Steve Job's initial smart phone to Tim Cook's latest, it looks "pretty terrible".  The difference is time and how technology has moved forward.

  • Reply 12 of 16
    cgWerkscgWerks Posts: 2,952member
    GeorgeBMac said:
    No, I disagree...
    "Now, the *focus* seems to be on the money" (rather than product)
    ... Because they are financially successful does not prove that they are putting profit before product.   Nor does the fact that they aren't leading/bleeding edge innovators in every area.  Innovation is not the only criteria of product quality.  Actually, quality and innovation often are at opposite ends of the spectrum.   There are tons of organizations that put out innovative products that are junk.

    "Smart-phones were pretty terrible"
    I was using a smart phone 10 years before the iPhone came out.  The first was a Samsung that was basically a Palm Pilot with and embedded phone.  It worked well -- and replaced carrying a flip phone, pager and palm pilot.  Later, several years before the iPhone, I moved to a Palm Treo which also served my needs very well.  In fact, I upgraded to a newer model after the iPhone came out because the iPhone couldn't match its functionality (mostly the excellent functionality of the Palm OS and apps along with providing a number of full, 1,000 page medical manuals in my pocket).
    ... If you compare Steve Job's initial smart phone to Tim Cook's latest, it looks "pretty terrible".  The difference is time and how technology has moved forward.

    I mostly agree with you except to the priority shift to money. It's not necessarily a one or the other situation, but which one wins when it comes down to it. Apple has been making more and more decisions based on percentage of users, profit margins, or hitting some 'spec' they know will sell more, than making the best possible product/design.

    And, I'm not one looking for Apple to innovate every other day. I think they'd actually be better off walking-back a few of their products to before they 'innovated.' That's because, as above, I don't think the moves were innovation, but spec/product-fit to highest profit center disguised as 'innovation.' (Though there might have been innovative aspects to all sorts of movements forward in technology... I'm not denying that.)
  • Reply 13 of 16
    GeorgeBMacGeorgeBMac Posts: 11,421member
    cgWerks said:
    GeorgeBMac said:
    No, I disagree...
    "Now, the *focus* seems to be on the money" (rather than product)
    ... Because they are financially successful does not prove that they are putting profit before product.   Nor does the fact that they aren't leading/bleeding edge innovators in every area.  Innovation is not the only criteria of product quality.  Actually, quality and innovation often are at opposite ends of the spectrum.   There are tons of organizations that put out innovative products that are junk.

    "Smart-phones were pretty terrible"
    I was using a smart phone 10 years before the iPhone came out.  The first was a Samsung that was basically a Palm Pilot with and embedded phone.  It worked well -- and replaced carrying a flip phone, pager and palm pilot.  Later, several years before the iPhone, I moved to a Palm Treo which also served my needs very well.  In fact, I upgraded to a newer model after the iPhone came out because the iPhone couldn't match its functionality (mostly the excellent functionality of the Palm OS and apps along with providing a number of full, 1,000 page medical manuals in my pocket).
    ... If you compare Steve Job's initial smart phone to Tim Cook's latest, it looks "pretty terrible".  The difference is time and how technology has moved forward.

    I mostly agree with you except to the priority shift to money. It's not necessarily a one or the other situation, but which one wins when it comes down to it. Apple has been making more and more decisions based on percentage of users, profit margins, or hitting some 'spec' they know will sell more, than making the best possible product/design.

    And, I'm not one looking for Apple to innovate every other day. I think they'd actually be better off walking-back a few of their products to before they 'innovated.' That's because, as above, I don't think the moves were innovation, but spec/product-fit to highest profit center disguised as 'innovation.' (Though there might have been innovative aspects to all sorts of movements forward in technology... I'm not denying that.)
    Much of what you speak of could easily be attributed to functioning in a mature/maturing market.  

    Spending millions to develop products that will generate thousands in revenue is not putting profit ahead of product.   It's just foolish.
  • Reply 14 of 16
    cgWerkscgWerks Posts: 2,952member
    GeorgeBMac said:
    Much of what you speak of could easily be attributed to functioning in a mature/maturing market.   

    Spending millions to develop products that will generate thousands in revenue is not putting profit ahead of product.   It's just foolish.
    No, it's bigger-picture thinking. The analogy I often use is Ford making race-cars like the GT40. That's not a money-maker, but it pays off in other ways that are harder to capture in spreadsheets.

    And, likewise, I think Apple properly serving the pro market, or putting money into education, or UI research, or a bunch if other (on the books) money-losers, actually pays off in the long-run.
  • Reply 15 of 16
    GeorgeBMacGeorgeBMac Posts: 11,421member
    cgWerks said:
    GeorgeBMac said:
    Much of what you speak of could easily be attributed to functioning in a mature/maturing market.   

    Spending millions to develop products that will generate thousands in revenue is not putting profit ahead of product.   It's just foolish.
    No, it's bigger-picture thinking. The analogy I often use is Ford making race-cars like the GT40. That's not a money-maker, but it pays off in other ways that are harder to capture in spreadsheets.

    And, likewise, I think Apple properly serving the pro market, or putting money into education, or UI research, or a bunch if other (on the books) money-losers, actually pays off in the long-run.
    Good point!  
    ... But I think, for a lot of Apple loyalists, they have come to believe that those "loss-leaders" are the core of Apple.   That Ford is defined and its success depends on the GT40.  

  • Reply 16 of 16
    cgWerkscgWerks Posts: 2,952member
    GeorgeBMac said:
    Good point!   
    ... But I think, for a lot of Apple loyalists, they have come to believe that those "loss-leaders" are the core of Apple.   That Ford is defined and its success depends on the GT40.  

    Yes, and that's the big question. Is Apple ready to no longer be the 'think different' company and about the creatives and content? And, if so, what is their new identity? What are the longer-term implications?

    As a long-time Apple user/fan, I'm seeing them move from the above towards fickle fashion... which scars the $#*%( out of me! Because, when you're talking fashion and trendy consumer markets and such, you can very quickly go from darling to forgotten. It's a really dangerous thing for the world's most valuable company to chase.

    And, if that's where they are headed... our days as real computer users and fans of excellence and technology...  with Apple are numbered.
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