#jony ive

We don’t take so long and make the way we make for fiscal reasons. Quite the reverse. The body is made from a single piece of machined aluminium. The whole thing is polished first to a mirror finish and then is very finely textured, except for the Apple logo. The chamfers are cut with diamond-tipped cutters. The cutters don’t usually last very long, so we had to figure out a way of mass-manufacturing long-lasting ones. The camera cover is sapphire crystal. Look at the details around the sim-card slot. It’s extraordinary!
Jony Ive, describing his iPhone to John Arlidge.
Yes. I’d stop. I’d make things for myself, for my friends at home instead. The bar needs to be high. I don’t think that will happen. 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.
Jony Ive, when asked by John Arlidge if he would quit if he felt like Apple had lost a step.
Steve and I spent months and months working on a part of a product that, often, nobody would ever see, nor realize was there. It didn’t make any difference functionally. We did it because we cared, because when you realize how well you can make something, falling short, whether seen or not, feels like failure.
Jony Ive, talking about building Apple products with Steve Jobs during a long sit-down with John Arlidge.

The full interview by Sam Grobart. A few of my favorite quotes by Jony Ive:

But I think that when you use a product where there has been just tremendous care taken with its development and finally where it ends up, you may struggle to say, “Why might you like it?” But I do think that people know. They know about its biography at some level. They know what it took to get it there.

And:

The other thing we’ve talked about is that I think, very often, you can’t call out by attribute or name areas of value. But I do think that we sense when somebody has cared. And one thing that is incontrovertible is how much we’ve cared.

And:

That’s an interesting point, though. I mean, you could spend 60 percent of the time actually debating the virtue of why are we doing this. And I think one of the characteristics of Apple is that, if we’re faced with a hard problem—and the product is the culmination of many hard problems solved—if we face the hard problem, we don’t spend time debating why are we doing this. You know, the virtue of solving it. We spend all of our time just like trying to solve the problem.

Care, efficiency, and precision is a powerful combination.

I mean, they complete each other’s sentences because they really like each other!

Tim Cook, on the relationship between Jony Ive and Craig Federighi, from the transcript of his full interview with Bloomberg Businessweek.

That seems to answer a question I posed previously.

And Cook continued:

And it’s just not “like” in the friendship sense, but there’s an enormous respect and trust, and that’s sort of at the base of what makes this place operate. We don’t have tons of people, and so we can’t double- and triple-check things. We trust each other and respect each other, and everybody pushes everybody else, and that sort of combination of the collaboration and the friction and getting that the right mix produces products like this.

Jony & Craig

While it’s hardly surprising that Apple would make a PR push leading up to the launch of the new iPhones tomorrow, it’s somewhat surprising that Apple decided to go with USA Today as well as Bloomberg Businessweek.

USA Today is behind both The New York Times and The Wall Street Journal in print circulation and likely far behind in web traffic. More importantly, it’s without question far behind in terms of tech-oriented reader mindshare. But perhaps they’re trying to appeal to a more mainstream audience.

Meanwhile, Bloomberg Businessweek is ranked 82nd in terms of magazine circulation in the U.S., behind publications such as Boys’ Life. To be fair, with Newsweek no longer in the picture, it’s hard to come up with another publication that would suit Apple — though Time, with over 3x the circulation, comes to mind.

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