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In a new interview with L & # 39; Independent, Jony Ive describes the process of creating the new iPad Pro and shares more details about his design concepts, such as what makes a device magical.
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The independent David Phelan noted that I've recently won Professor Hawking's 2018 scholarship for his "outstanding role in promoting an elegant and innovative design". This is of course the latest in a long list of awards that he has reaped during his career at Apple.
Despite all the praise received by Ive, Phelan said that during his interview, he had felt "a humility that places him in a team at Apple".
The first question was about how I perceived his responsibilities for updating a "valued and successful commercial product".
"I think your responsibility goes further than that," he says. "It starts with the determination not to fall into the trap of simply doing things differently. Because when a product has been highly regarded, people wish to see it redesigned. I think one of the most important things is to change something, not to make it different, but to make it better.
I went on to say that when you improve a product, you do not have to make people fall back into love.
If you make changes to improve something, you do not have to convince people to fall in love with it. Our sense of habit and familiarity with something is so developed, there is always that initial reaction that is more a comment on something that is different rather than necessarily better or worse. From my experience, if we try very hard to make material improvements, people recognize them quickly and establish the type of connection that they had previously with the product.
Another interesting question was how I think to create magic elements and the history of the iPad being described as magical with its introduction in 2010.
Oh my God, I hate the idea of being predictable, but it's a combination. Some of these capabilities and features are made possible through extraordinary technology that takes so many years to develop. So these are decisions that we often make many years in advance. Face ID, for example, is a remarkably complex and sophisticated set of technologies, but it is not just a technology developed for a singular purpose.
He said that the determining factor for a magic product is that it is difficult to define exactly what makes it so magical.
I think that placing a product where it is described as magical is often linked to those attributes that are less easy to describe. You can not really put your finger on what it is.
About the new iPad Pro, a new, magical and subtle feature is that Apple has removed the idea of a main focus.
So, in the new iPad Pro, one of the things we have been longing for is the feeling that the product is not oriented primary, so secondary.
[…]I think the new iPad Pro is particularly special because it has no orientation. He has speakers all around the perimeter. By getting rid of the Home button and developing Face ID, the tablet is able to work in all these different orientations.
I've also indicated that the new display with curved corners to match the case offers the idea that it is a "clear and unique product" and differentiates itself from the competition.
However, if you look at the iPad Pro, you can see how the radius, the curve in the corner of the screen, is concentric and compatible with the current case. You have the impression that it is authentic and that you have the impression that it is not an assembly of several components: it is a unique and clear product.
This extends to the design of the new Apple pencil.
I think the way it slips to the side, well, it's a nice example of a kind of magical feeling. It's unexpected, we do not understand very well how it works and even more incomprehensible is that it also loads. You can see how it aligns with the idea that you can just take the product and use it without thinking about it.
When looking at the big picture, I've said that he considers his work as a designer to be very forward thinking and rarely reactionary.
When you talk about the future and as a designer, that's what keeps me in mind, it's extremely rare for me to feel that I'm working in response to an articulated problem.
I could count the number of times I've done this over the last 25 years with the fingers of one hand. It is extremely rare for us to react to someone who is exposing a problem. By definition, you did not know it was a problem until you knew a better way to do it. The big challenge here is that when you solve a problem in a certain way for a long time, you are convinced that, of course, it's the best way to do it, not the least habit.
The interview also discusses Apple's success in using 100% recycled aluminum in some of its new products, such as the MacBook Air Retina.
We remained focused on aluminum because of the quality of its material. An effort by the entire team has made it possible to develop a material that makes it possible to use 100% recycled aluminum. We all think that this is as important as the reaction suggested in the keynote speech. I was surprised by the reaction, but very happily.
The full interview is an excellent read, check it out here.
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