Jony Ive Talks Design Philosophy, Patent Theft and Apple's Future

Illustration for article titled Jony Ive Talks Design Philosophy, Patent Theft and Apple's Future

In a rare interview, Jony Ive spoke to The Sunday Times over the weekend, discussing everything from design philosophy to travelling with Steve Jobs. Here are a few choice cuts.


On the state of design:

"We're surrounded by anonymous, poorly made objects. It's tempting to think it's because the people who use them don't care — just like the people who make them. But what we've shown is that people do care. It's not just about aesthetics. They care about things that are thoughtfully conceived and well made."

On other companies copying Apple designs:

"It's theft ... what's copied isn't just a design, it's thousands and thousands of hours of struggle. It's only when you've achieved what you set out to do that you can say, 'This was worth pursuing.' It takes years of investment, years of pain."

On the future of Apple:

"We are at the beginning of a remarkable time, when a remarkable number of products will be developed. When you think about technology and what it has enabled us to do so far, and what it will enable us to do in future, we're not even close to any kind of limit. It's still so, so new."


On travelling with Steve Jobs:

"We'd get to the hotel where we were going, we'd check in and I'd go up to my room. I'd leave my bags by the door. I wouldn't unpack. I'd go and sit on the bed and wait for the inevitable call from Steve: 'Hey Jony, this hotel sucks. Let's go.'"


But that's just a few choice snippets. Go check out the whole interview over on at The Sunday Times. [The Sunday Times]


Apple's business model, more than anything, is what should be replicated with all firms.

Less is more.

They never overwhelm the consumer with too many products, and even the most casual of people easily keep up with whats going on.

... in the other news, sony announced and released 5 new handsets, 3 tv's and 6 video recorders. No wonder they're in a financial crisis.