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Designed in Cupertino
It’s difficult to imagine now but during the late 1980s and into the 90s, Apple Inc. was a struggling, poorly managed computer company trying unsuccessfully to compete with the Windows based PC that was quickly dominating the exploding computer market and putting Apple at deaths door. Also hard to believe is the fact that during most of that time, a time distinguished by uninspired mac models and failed device launches, Apple had Jony Ive, the industrial designer credited for the much imitated Apple “look and feel”, working in their design department. Much of the credit for Apple’s remarkable turnaround gets assigned to Steve Jobs; and rightly so. But it is specifically Job’s decision to move Apple from engineering based to a design-driven company and put his faith in the very talented Jony Ive that would lead to the string of industry changing products that eventually made Apple the most valuable company in the world. Not since Dieter Rams and the Braun Company in the 1950s has a designer’s ethos aligned so successfully with a corporation and not surprisingly Ive sights Rams (and his famous 10 principles of good design) as a strong influence on his work. But unlike Dieter Rams, for someone who’s designs have become cultural icons (just think about those white headphones alone!) next to nothing is known about the quiet and very private Jony Ive. But that has now changed a bit with the publication of Leander Kahney’s bio of Ive, Jony Ive : the genius behind Apple's greatest products. While the book doesn’t dive too terribly deeply into Ive’s personal life, it does a good job detailing his design career and outlining his close relationship with Jobs and the hard work and minute attention to each and every detail that has marked his, and Apple’s, success.
Jony Ive: the genius behind Apple's greatest products