Apple’s Lead Designer Reveals The Secrets Behind Products & Processes

Apple’s Lead Designer Reveals The Secrets Behind Products & Processes

Jony Ive shares insights about the company's design values and rules in a recent Q&A.

Emma Hutchings
  • 14 march 2012

Sir Jonathan (Jony) Ive, Apple’s senior vice president of industrial design, was the focus of a recent Q&A with the London Evening Standard where he talked about Apple’s design process. Wired has picked out the 5 most interesting insights from the company’s lead designer:

  • Apple’s product design follows a semi-traditional workflow: “When you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation. But when you made a 3D model, however crude, you bring form to a nebulous idea, and everything changes – the entire process shifts.”
  • Apple sticks to categories they can add real value to and stays away from those it can’t: “Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it. Most of our competitors are interesting in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.”
  • They are very confident about their product design: “We don’t do focus groups — that is the job of the designer. It’s unfair to ask people who don’t have a sense of the opportunities of tomorrow from the context of today to design.”
  • Their goal and how Ive knows they’ve succeeded: “Our goal is simple objects, objects that you can’t imagine any other way. Simplicity is not the absence of clutter. Get it right, and you become closer and more focused on the object. For instance, the iPhoto app we created for the new iPad, it completely consumes you and you forget you are using an iPad.”
  • They work hard to overcome challenges prior to a product’s release: “Some of the problem solving in the iPad is really quite remarkable, there is this danger you want to communicate this to people. I think that is a fantastic irony, how oblivious people are to the acrobatics we’ve performed to solve a problem — but that’s our job, and I think people know there is tremendous care behind the finished product.”

Wired: “The iMan cometh”


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Brand Development Today

Swipe Left On A Dating World Built To Keep You Single And Disconnected

Hinge's VP of Marketing Karen Fein tells us about the service's daring ditch of the swiping culture that's designed to attract advertising revenue, not meaningful connections

Arts & Culture Today

Marvel Comic Tells The Story Of A Heroic Syrian Mother

Madaya Mom is the true tale of a family trapped inside a town for over a year


Get PSFK's Related Report: Future of Automotive

See All
Retail Today

Brooklyn Cafe Lets Customers Pay By The Hour, Not By The Cup

Glasshour is an establishment that provides free coffee and pastries and charges for the time guests spend there

Technology Today

Electric Spoon Changes The Way Food Tastes

The Taste Buddy is being developed to manipulate your taste buds and make everything more delicious

Related Expert

Aunkur Arya

Mobile Payments

Travel Today

Bike Path In Poland Can Glow For 20 Years Using Solar Power

Cyclists can follow the shimmering blue lanes for better safety each time they ride

Technology Today

Open-Source Toolkit Lets Communities Build Their Own Street Furniture

The Wikiblock database contains 30 blueprints of different neighborhood fixtures including benches, bus stops, and kiosks

Food Today

Tiny Pub Only Has Space For Three People

Make Time For It is a small London pop-up bar that encourages conversation without the distraction of technology


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 20, 2016

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Work Today

Community Builder: How to Hack Slack

Claire Wasserman, Founder of Ladies Get Paid, describes how she's using an internal team communication tool to build a network of thousands

Advertising Today

This Beer Was Brewed Just For Scotch Drinkers

Highland Park Scotch Whisky & Sixpoint Brewery have teamed up to create two limited-edition pairings for New York City boilermakers

Mobile Today

Let An AI Librarian Help Sort Your Digital Bookmarks

A new app uses machine learning to help organize your virtual life

Mobile Today

Pizza Hut Tattoo Lets You Place An Order From Your Body

The latest gimmick from the fast-food chain is a tattoo-like sticker that lets customers get delivery with a simple tap on their arm

Travel Today

Reinvented Bicycle Inspired By Supercar Design

The yellow bike based on a Lamborghini has sharp edges and an aluminum alloy frame

Health Today

Health Platform Gives Perspective On Your Weekly Habits

Gyroscope is a new wellness app that works by amalgamating data about your life into beautifully designed visuals

Beauty Today

Korean Beauty Brand Uses VR To Let Customers Pick Their Ingredients

Innisfree created a unique experience for its Shanghai Disneyland customers with a virtual reality trip to select what goes into their purchase

Arts & Culture Today

3D-Printed Creations Resemble Floating Paper Outlines

Japanese design firm Nendo's exhibition features works that look like sheets of material being folded, torn, and crumpled

No search results found.