compassion, collaboration & cooperation iN transistion
THE man behind Apple
Jonathan Ive designs tomorrow. He has transformed computing, phones and
modesty means he has never given an in-depth interview - until NOW.
Only one country has made the modern world twice. BRITAIN.
We industrialised first and paved the way for the mass production of
everything from cogs to togs. Two centuries later, two rather shy blokes
from London have defined the 21st century as the technology century.
Sir Tim Berners-Lee from East Sheen invented the world wide web,
then a chap from Chingford put it in our hands, our pockets and our ears.
We’ve been taking it — him — with us ever since.
We use Jonathan Ive’s products to help us to eat, drink and sleep, to work,
travel, relax, read, listen and watch, to shop, chat, date and have sex. Many
of us spend more time with his screens than with our families. Some of us
like his screens more than our families.
For years, Ive's natural shyness, coupled with the secrecy bordering on paranoia
of his employer, Apple, has meant we have known little about the man who
shapes the future, with such innovations as the iMac, the iPod, the iPhone and
the iPad. but last month, he invited me to Cupertino in Silicon Valley where
Apple is based, for his first in-depth interview since he became head of design
almost 20 years ago.
For a man whose products are all called i Something, it's surprising that "I"
is one word Ive scarcely uses. He talks constantly about his team or Jobs, using
"we". This is not "aw-shucks" falls modesty or darkish US corporate-speak.
"I don't like being singled out for attention. Designing, engineering and making
these products requires large teams" he says.
The simple truth is, Ive hates fuss and relishes simplicity. You can see that
from his products. They may be revolutionary, hi-tech magic boxes, but
they look so elegantly simple that you know what they are for and how to
use them the moment you first pick them up.
Prior to joining Apple, Jonathan co-founded his own design studio in London, Tangerine, with Martin Darbyshire. It is here where Ive commercialised his design skills, creating products ranging from hair combs and power tools to television and ceramics. One of Tangerine's large clients was Apple, and it is here where Jonathan began his career with Apple, when he moved to California in 1992 to work with them full-time.
"WHEN you think about technology and what it has enabled us to do so far, we're not even close to any kind of limit. It's still so, so new"
Add a Comment