Jonathan Ive: Apple's goal is to design and make better products

Apple's Senior Vice President of Design, Jony Ive is the man who put form to everything from the iMac to the iPod, iPhone, and iPad. He's given a rare interview to the Evening Standard where he comments on everything from his recent knighthood to Apple's conceptual 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.

I've also comments on the importance of prototyping and the physicality of objects.

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.

Throughout the interview he keeps hitting on "better" and "focus", and believes consumers can tell the difference.

Check out the link below to read the interview in it's entirety, and for more, the video from the movie Objectified, where Ive comments on similar ideas.

Source: Evening Standard

Rene Ritchie

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.

  • Uh, completely unrelated - but he's kinda cute.
  • +1
  • What iPhone was that in his hand?
  • 3G or 3GS
  • As a straight male, he's quite attractive. Dunno why I said that. Maybe a mancrush, lol!:P
  • I envy this man's talent. I always kind of wondered whose talents I admired more... his or Jobs. They're both brilliant.
  • that's a 15 inch macbook air?
  • No, that was the original macbook air
  • I do trust all of the concepts you've oreffed for your post. They are very convincing and will certainly work. Nonetheless, the posts are very quick for beginners. Could you please prolong them a bit from next time? Thank you for the post.
  • Is that an Apple TV in the background?
  • All in all its ur decision about the 1 u like bteter. Telling him that the Iphone sucks, whatever. He dosnt care and we dont need ur comments about well the android is bteter. Just watch the video and leave nice comments. Like what the heck,i personally like the Iphone bteter but i dont need and extra comment about stop riding apples dick so hard .