Rene Ritchie, editor-in-chief of the iMore blog, shared with readers his impressions of Jony Ive's interview with Charlie Rose and talked about the lessons he learned for himself. Today I invite you to read our translation of his article, which reveals the main principles of the work of Sir Jonathan Ive, a man directly related to products used by millions of people around the world.
I recently met with a friend and the conversation turned to the recent interview that Jony Ive and Marc Newson did with Charlie Rose. Even before he spoke about the moment that stuck with him the most, I already knew that these would be Ive’s words about caring. Apple's chief designer does not often give interviews, although he is one of the most prominent figures in the modern technology world. Of course, he did not work alone: Steve Jobs and the entire Apple design team as a whole deserve a mention, but Ive's contribution to devices that changed our daily lives cannot be overstated. And it’s amazing that he takes care of these devices as if they were alive.
I think that's exactly what you can't help but feel – caring. The care with which people created these products and how they tried to make them better. And they made them not for themselves, but for everyone who would use them. I think there's… a special kind of humanity in this and it's amazing. […] We believe, although it is really difficult to explain why, that it is part of human nature to feel cared for. And often it is easier for us to feel its absence, because we live in an industrial environment where mass production is not designed to show care. The point is not how we relate to things, but how we relate to each other. I think this is a special obsession and dedication, sometimes reaching the point of fanaticism, the desire to make every effort to do something perfect not for oneself, but for others.
In interviews, the phrases “it’s like painting the back of a chest of drawers” and “design is something that people only notice when it’s missing” are often heard, but the main idea is not attention to detail, but attention to people. The way a thing looks, feels and works leaves a deep impression on us. Having touched things, we can almost immediately decide what is in front of us: a throwaway item or something that will last for many years, a fashion trend or an eternal classic, whether it is significant or not needed at all.
Will an inexpensive tablet or laptop really cost you less than one that costs twice as much but lasts three times as long? Is a low price really more important than the satisfaction of the purchase? I've purchased a lot of Apple equipment, but I've also purchased a lot of unnecessary junk. When I hear Ive talk about Apple's philosophy, I realize how much the company values handcraft, how quality trumps quantity.
I also really relate to the idea that that the “how” is often more important than the “what.” Ive shows no interest in what a thing is, what matters to him is how it was made.
We probably talk about HOW something was done much more than we talk about other stages of the process. […] The point is not who and when invented this thing, but how it was made. […] We really think that this is much more interesting than a “biography” of things
Apple will produce more iPhones and iPads. More Mac. iOS 8 and OS X 10.10 will likely be released next year. More variations of existing products will be created and new ones will undoubtedly emerge. And unless Apple radically changes its strategy, the new products are unlikely to be shocking. However, much more interesting are completely different questions, namely how they will be created. What will be the design solutions? Will they match the capabilities of engineers? What decisions will have to be made? What compromises should you make? How will this affect the result? How will the interface change and adapt? How will programs and services develop? What materials will be needed and how will they be used? What gaps remain to be filled and what problems remain to be solved?
This is really exciting.
And it's not just Apple. Hearing Ive talk about his work makes me want to treat my work with the same care as an author, editor, and podcaster. This inspires me to take on more difficult questions and find answers for the sake of my readers and listeners. I want to work harder and achieve higher goals.
Jony Ive doesn't like public speaking. It's a shame, because he does a great job with them. I think he prefers to let his work speak for him. If you haven't watched this interview yet, I recommend watching them as soon as possible. This is one of the best explanations of what makes Apple what we know.
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Have you already watched Jony Ive's interview? What conclusions did you draw for yourself and do they coincide with the conclusions of the author of this article? Share with us in the comments.
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