Jony Ive vorbeste despre tot ceea ce face la Apple si despre greselile facute de competitori


Jony Ive

  Jony Ive este unul dintre cei mai importanti oameni ai companiei Apple, el fiind responsabil pentru conceperea design-ului produselor companiei din Cupertino. Intr-un interviu dat unui ziar din Londra, Ive dezvaluie cateva dintre punctele cheie ale succesului pe care produsele Apple le au in momentul de fata in lumea intreaga. El sustine ca Apple face produse care sunt mai bune decat cele disponibile pe piata si design-ul porneste de la ideea de a face ceva mai bun iar daca acest lucru nu este posibil atunci proiectul este abandonat.

  Ive sustine ca toti competitorii companiei Apple privesc lucrurile gresit deoarece ei incearca sa aduca produse noi pe piata cand in realitate ar trebui sa aduca produse mai bune. Poate pentru unii filosofia lui Ive pare gresita insa de 5 ani incoace ea s-a dovedit a fi extraordinar de benefica pentru Apple si consumatori asa ca eu unul sper ca pe viitor putine lucruri sa se schimbe in gandirea sa si mai multe sa se schimbe in felul in care arata produsele Apple. Mai multe puteti citi in interviul acordat ziarului britanic.

Q: What makes design different at Apple?

A: We struggle with the right words to describe the design process at Apple, but it is very much about designing and prototyping and making. When you separate those, I think the final result suffers. If something is going to be better, it is new, and if it’s new you are confronting problems and challenges you don’t have references for. To solve and address those requires a remarkable focus. There’s a sense of being inquisitive and optimistic, and you don’t see those in combination very often.

Q: How does a new product come about at Apple?

A: What I love about the creative process, and this may sound naive, is this idea that one day there is no idea, and no solution, but then the next day there is an idea. Where you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation. But when you make a 3D model, however crude, you bring form to a nebulous idea and everything changes — the entire process shifts. It galvanises and brings focus from a broad group of people. It’s a remarkable process.

Q: What are your goals when setting out to build a new product?

A: 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.

Q: Why has Apple’s competition struggled to do that?

A:Most of our competitors are interested 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.