Motorola President Rick Osterloh disagrees with Apple designer Jony Ive's criticism of the Moto Maker phone customization program. In a recent profile of Ive, the designer sharply criticized an unnamed competitor that allowed customers to "make it whatever you want," saying that that "I believe that's abdicating your responsibility as a designer." Osterloh wasn't about to take that sitting down.
In an interview with BBC, Osterloh said:
"Our belief is that the end user should be directly involved in the process of designing products. "We're making the entire product line accessible. And frankly, we're taking a directly opposite approach to them [Apple]."
Additionally, Osterloh took a shot at Apple's pricing, calling it "outrageous". A 16GB iPhone 6 runs $649, while a 16GB Moto X (2014) (with a 1080p screen, nonetheless) prices in at $399.99. Even the highest-tier Moto X (64GB storage, wood or leather back) costs less than the first-tier iPhone 6.
Clearly the two strategies are quite different. Apple offers the iPhone 6, iPad Air 2, and their other iOS products in silver with a white front, gold with a white front, or dark gray with a black front. That's it.
Motorola, on the other hand, allows customers to pick-and-choose the color and even material choice of every outward-facing component of the Moto X. You can have a black or a white front, your choice of color for the trim, and options for the back of various colors, leathers, and woods.
While Jony Ive would never let you have an iPhone with a leather back (you'll have to buy a case for that, and Apple will gladly sell you one), it's worth noting that the Apple Watch will offer numerous options for personalizing the look — multiple versions of the body, two sizes, and several choices (in multiple colors) for the band. So perhaps Sir Jony Ive and Moto Maker aren't that far apart after all.
Source: BBC
Reader comments
Motorola boss fights back against Jony Ive's Moto Maker criticism
I think Jony Ives abdicated his role as a designer when they couldn't (or didn't want to) trim down the bezels on their 5.5" iPhone into a more manageable size. It's comical how tall the iPhone 6 Plus is compared to something like the LG G3 or Nexus 6, the latter of which has a larger screen with essentially the same footprint. Not to mention it's one of the most slippery phones I've ever used. The 6 Plus is a design failure in my opinion. Sure it may look nice, but how about a focus on ergonomics next time?
I'm not an Apple hater either, I actually use the 6 Plus as my daily driver currently.
I don't want to make excuses for him, but if he "couldn't trim down the bezels on their 5.5" iPhone" where is the design failure?
Design is more than the way something looks. After the screen, the largest part of any smart phone is the battery. Per reviews at AnandTech, both the Nexus 6 and the G3 have comically short battery life compared to your 6 Plus. That is their design compromise.
The 6 Plus may feel slippery because it's so much wider than previous iPhones the sides had to be rounded to keep from slicing through your fingers when you grip it. It's also thinner so that smaller hands can still span the width.
All designs involve trade-offs. Good design balances these with the perceived priorities of the product and it's users. It's up to the customer to decide which product has struck the right balance for their priorities.
I don't know that I agree with Jony on this. I don't think MotoMaker shows a lack of passion or input from a designer; hell, if anything it's the opposite.
If you've used MotoMaker you'll find that every single combination of color, texture and material all look great together. Seems a metric shit-ton of design went into the thing...
I find it interesting that the Moto X has quite a lot of customization but the Moto 360 is somewhat limited (in comparison).
The i-devices have limited customization, but the Apple Watch has significantly wider customization than Apple has given in the past. Experiment, maybe?
Apple offers more customization for the watch because something one wears seems more like fashion than their other products that one simply carries or uses at home. One colour for a desktop / laptop, three colours for a smart phone (your can accessorize too) , many more options for the watch.
How stupid about the cost thing. Moto uses Android: A third party OS made by a data collection/advertising company. If moto took the pain to design and maintain its own OS and ecosystem and still prices their phones that way, then it would be a fair contest. Moto (as with most Android manufacturers) abdicates their responsibility in providing a platform and lets their users pay with their data for cutting down its costs/hiding their inabilities in software. Now when Blackberry and Amazon fire phone (atleast Amazon took the pain to fork Android) costs are compared to iPhone, that is more of a fair contest. But then those companies are in loss and their low prices are a result of sales pressures. And buying into a failing product has its own disadvantages for the customers. A successful product and a great safe ecosystem costs a lot to build and maintain and that reflects in the iPhone pricing. Yes we are also paying for Apple's success, but Apple will be abdicating their responsibility if they are not making enough money to keep the share holders happy and so that they can continue investing in the product/ecosystem that you are buying into.
I don't think you're supposed to add a dose of sanity to this Apple-bashing discussion, but it's much appreciated!
Well said.. well said.... I keep saying that iOS users dont pay for the sum of parts in our devices (those are free) we pay for the iOS ecosystem and the experience we enjoy... The reason why I can stand here and tell you that I dont pay for our iPhones is because after using mine for 2 years I sell it for $400-$500 and return 200% on my investment. I buy another one for $200 and pocket the rest...
Moro CRAP!!!!
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You mean Moto Crap.
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I disagree. The indigenous people of the southern Philippines make some very fine stuff.
Not sure it's "Margin Envy" as stated above. Business is about margins, but it's also about customers. The fact is that if there was only one manufacturer for both Android and the device, there would be plenty of margin. If there were multiple manufacturers of devices that ran iOS, Apple wouldn't have the margins they have now. I've used iPhone editions, including the current iPhone 6, several Windows Phones, Blackberry, and the Nexus 4 & 5. Currently opting for the Nexus 5 as my daily driver and debating the move to a Moto X because of Moto Maker and the choice to make it however I want. I definitely think Motorola is on the right track with Moto Maker and hope they can maintain enough margin to stay the course for many years to come.
Yes and that's why they are so uptight about their IP by hey didn't like it when Samsung basically offered an iPhone that ran Android (from a UX standpoint) because it gave people a lot less reason to pay a premium for an iPhone b
What stops any company to make their own ecosystem like Apple and start running a legitimate mobile business? oh that's right, Windows tried, and BB's as good as it is, is barely a ping on the radar. I dont think android manufacturers actually have the ability (or the balls) to get into this market by themselves. I bet even Tizen will mooch off Android/google apps or the android ecosystem just to stay relevant. And to add to that point - Apple did the whole thing without having any ecosystem to copy from..... LIKE ANDROID DID!!!!
Your argument is also an argument against itself. If iOS had multiple manufacturers like Android, imaging where Android would be with Marketshare, specifically when APPLE by itself - ONE MANUFACTURER - is now leading U.S., JAPAN, CHINA (and close in WESTERN EUROPE) - the biggest markets for high-end phones. I think Apple would still collect on margins they enjoy today...
Abdicating their responsibilities? Oh gosh. I would sure take advantage of a Moto Maker like feature for the iPhone if it were an option. Pretty sure I wouldn't be the only one. Someone should make it a poll :)
I've always loved all my iOS devices, but there's many other phones that I admire. The Moto X is probably what I would get if I wanted to switch to android. Just because it is not something Apple would do doesn't make it a bad idea. Jony Ive has always come off as a pretentious twit, in my opinion.
"Jony Ive has always come off as a pretentious twit" Which is probably why he is so perfect for Apple.
Lots of people can appear to be pretentious twits if all you see of them are a few online videos. Maybe your opinion of him would change if you had a few beers together at his place?
Different design goals will have different solutions. That's true across every industry. Making something timeless is different than making something disposable. Making something inexpensive is different than making something robust.
Motorola, despite their best efforts, hasn't cracked a hugely successful formulae for their products yet. I hope they do. I enjoy their variety and character far more than I enjoy the Apple knock offs.
A little bit of OEM customization would go along way. Apple's "take it or leave it" approach is getting tiresome. They introduced the iPhone 5c but it was so crippled that no one wanted it.
And, why did you pluralize "formula" in a singular instance?
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The iPhone 5C was the second or third best selling phone at all 4 US carriers for most of its first year of availability. That's the second largest smart phone market in the world. So more than few people wanted it.
Adding custom options to a smart phone that sells in iPhone quantities would be an even bigger logistical nightmare than it is already. There are a bazillion styles of iPhone cases available as well as 3rd party customization shops if you want yours to be truly personal.
Yes, so tiresome that they only just sold 75 million iPhones. People must really want those moto x's.
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So the iphone is timeless? What's the oldest USABLE iphone? 5? Does timeless = 2 or 3 years old? Also, how many times has the iphone design changed in 8 years? 4?
Timeless design is the Porsche 911.
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Porsche 911 is a timeless design, this is why I invested my money into a Porsche project recently. But the rest of your post relates to TWO different things: iPhone DESIGN is timeless, and that's what Rene was referring to. I can pick up any of the iPhone designs and they all look absolutely awesome for their time. I owned a 3GS, I always admired the 4/4S and now I own a 5s. (I never bought a 4/4s or 5 because my 3GS was handling the load up to iOS6.x.x right before iOS 7 came out and I had to have it - 4.5 years, but that's not the point)
You talked about USABILITY and yes technology will never stay in one place - there will always be progression - so no gadget with a circuit board will be Absolute for ever and soon becomes Obsolete... What we're talking about is DESIGN - and designs of iPhones are timeless. The original iPhone is never mistaken for another, but some early android phones can be mistaken for an iPhone - that's the impact that old relic OG iPhone made. The iPhone 3G/s actually had a chrome bezel made of METAL when everything in production had Black on Black clunky plastic. The 4/4s had a GLASS covering the entire thing (it was frigile, yes) but the design was timeless and no other phone ever had that - the design of the 4/4s was really unique for a phone. 5/5s is still the BEST of any phone to hold and glide in your hands. I carry it without a case just because that cold aluminum is such an experience to handle, the unibody feels rigid and competent, only now Samsung and a few others beginning to embrace the aluminum unibody design that apple put into production years ago...
Yes Apple devices are timeless, always recognizable, and feel like quality that's actually worth the money you paid for it YEARS after you bought it...
The USABILITY argument you posted can also be debated since iPhones throughout history are supported for much longer, and are used by users longer, and at the end sold for much higher than any other phone of same age and price...
You probably won't see this because I'm replying a day later. I understand there is an inherent self-love in any consumer product. I did not make my point clearly. What I meant is that the "timeless" design of the previous iPhone models was intentionally changed by the designer. If the 3gs was "timeless" the iphone 6 would at least have the same basic design, in some way. It's more appropriate to say about the iPhone that it's industry leading, or trendsetting, or award winning. But "timeless" no way.
Look at the earliest 356, you can still see it buried in the newest 911. Same goes for the VW Beetle.
Also, on a somewhat side note, I believe that the entire point of design is to make a usuable product. Personally, I'm a function over form guy, and agree that the iPhone 6/plus are beautiful phones, then only other consumer model that comes close is the HTC one.
Hell, even Nokia has a more timeless phone design. All their phones share DNA.
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Jony Ive's name is so overstated.. I don't see something special in his work.. There are people around the world no one heard of and they are so much better in design.. For 5 years we saw so little changes in iOS.. Don't like him.. Hope they will find someone more talented.. And this thing with Moto maker is cool.. I would love custom made iPhone.. :)
Well said, cant agree more.
The Moto Maker program was truly unique and innovative.
I can't think of any industrial designer who's name has become a household word, but Mr. Ive has more name recognition than you or I. The Queen of England valued him enough to bestow him knighthood. His talent is a big part of the secret to Apple's recent success. Finding a worthy replacement would be a Herculean task. I hope Apple can convince him to stay awhile longer.
iOS 7 was the first version of iOS that he had any hand in the design of and that was the first major change in the look of iOS. He is traditionally a hardware guy and while I think he is a bit pretentious and disagree with him on Moto Maker, if you can't see beauty in his hardware designs then your opinions should probably be ignored.
These are my exact sentiments. iOS wasn't always him and only started a couple of years ago so we should withhold judgement on his hand in iOS. The iPhone design has been very nice since its iteration as well as the MacBook lines. He is a very pretentious individual with how he presents himself when speaking about things like this but I don't find it to be that bad because it shows how confident he is in his work. I would have declined to even answer the question on Moto Maker if it was me, though.
I disagree. I liked the look of iOS up until he got his hands on it.
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Don't get me wrong. I liked the look of iOS before 7 as well. I'm just saying he's only been on the design for iOS since they canned Forestall a couple of years ago.
How can you say: "if you can't see beauty in his hardware designs then your opinions should probably be ignored"? Your opinion should be ignored if you can't accept other opinions which differ from your own narrow-minded ones.
There are people who like his designs - that is just fine.
And there are people who don't like his designs - and that is just fine as well.
To each his own.
A custom iPhone goes against Apple's philosophy that they know best. I agree Moto Maker is cool, and it would be hailed as brilliant if Apple did it.
The Moto Maker program was truly unique and innovative.
I can't think of any industrial designer who's name has become a household word, but Mr. Ive has more name recognition than you or I. The Queen of England valued him enough to bestow him knighthood. His talent is a big part of the secret to Apple's recent success. Finding a worthy replacement would be a Herculean task. I hope Apple can convince him to stay awhile longer.
Osterloh has 'margin envy'...his company could never achieve Apple's margins.
I don't think it is margin envy, he is just defending his product because Jony "I think I am better than everyone" Ive was the one calling out cheap shots in the first place. It is funny he says this when there are so many choices for the apple watch, which is oh so similar to what moto does with moto maker. Pot, meet kettle Mr. Ive.
I agree. It is especially hypocritical considering the direction they are taking with the apple watch. How many of us would love to be able to customize our iPhones? How about true black instead of grey, with gold buttons and fingerprint ring? While I don't want a moto x, I can appreciate the moto maker program.
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Agree. I would love a black iPhone with a golden back. Now if Apple came out and did it he would claim it is so revolutionary and all about giving users choice.
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The Moto X came in one of two colours in stores, similar to the three colours of iPhones. The Maker program shipped your online configured unit after custom assembly at their US factory and shipped direct (about 8 days). It's a terrific value add for a product with a limited production run. This would not be practical at iPhones' quantities, even if they could do final assembly stateside. Apple probably realized that adding more delay to already stretched delivery times would ruin the experience for many more customers.
So? Your point is?
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