Interview with Apple’s Jonathan Ive @ London Evening Standard
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London Evening Standard interviews Sir [he’s been knighted] Jonathan Ive [“Jony”], Apple’s Senior Designer of many of the successful iconic products. He talks about the design-prototype-make process as being integral, about being inquisitive, the need to make products that are “better” rather than “different” or “new”, the challenge of creating a need from opportunities, a fanatical attention to detail, why Apple does not do focus groups, spending months solving a tiny problem, how success means the user is not aware of the product anymore, and how users can “sense” the care and work that have gone into the design of Apple products.
