Ive hates fuss and relishes the elegance of simplicity.
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They may be revolutionary, hi-tech boxes, but they look so elegantly simple that you know what they are for and how to use them the moment you first pick them up. The iMac banished complicated, hard-to-use beige boxy PCs from our desks, making computing easy and tasteful. With just a small white box with a scroll wheel, the iPod put 1,000 songs in our pocket. all devices that helped Apple drag itself from the verge of bankruptcy to becoming the. Brian Ach/Getty Images for The New Yorker. The iPhone was so touchy-feely, it trashed the fiddly BlackBerry in a heartbeat. Jony Ive at the 2017 New Yorker TechFest in New York City. Five-year-old children can pick up and use the iPad. It is simplicity, rather than any other quality, and certainly any single object, that Ive finds the most gratifying – and infuriating – element of this work. “People think simplicity is the absence of clutter. Something that is truly simple communicates what it is is in a very direct way. It’s very hard to design something that you almost do not see because it just seems so obvious, natural and inevitable,” he told me. That’s why he gets so angry when he sees his designs ripped off – the iPhone is the most copied invention of the modern era. “What’s copied isn’t just a design, it’s thousands and thousands of hours of struggle. It takes years of investment, years of pain.”
Ive's relationship with Jobs fascinates anyone who has even a passing interest in technology. Their creative abrasion seemed to bring the best out of each other. Was Jobs as tough as people said he was, I once asked. Stories abound of him humiliating underlings and even – perhaps especially – top executives, Ive included. “So much has been written about Steve, and I don’t recognise my friend in much of it,” Ive said. In a moving interview, Bryan, who has spent 31 years in a Texas prison for the 1985 murder of his wife, talks about his life behind bars and trying keep hope alive. “Yes, he had a surgically precise opinion. And when the ideas didn’t come, he decided to believe we would eventually make something great. Jobs’ presence still looms large at Apple. Outside the corporation's meeting rooms Jobs’s sayings have been printed in huge letters on the wall. One reads: “If you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long.
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