Jonathan Ive: Competitors still have not learned how to make comfortable smartphones with large screens




Lead designer Jonathan Ive Apple in the Vanity Fair interview shared his view on smartphones with large screens, spoke about the work of the clock Apple Watch and recalled his relationship with Steve Jobs. Discussing the iPhone 6, he stated that the new Apple phones with large screens are the most convenient form factor, and competing models top manager called clumsy.


Ive said that from about 5 000 employees Apple design is only concerned with a small team of 16 or 17 people that are trying not to increase. She is going 3-4 times a week to discuss new products. Meetings are held around the tables, such as those installed in stores Apple Store.

“One of the benefits of being part of the design team, which has existed for a long time – the ability to fully customize the workflow by itself”, – he said.

Then we are talking about the iPhone 6, which can be traced to the design features of Apple’s smartphone the first generation. The company returned to the rounded corners after the iPhone 4 and iPhone 5 with straight edges and increased display.

“A few years ago, we made prototypes of smartphones with big screens. We were interested in such a model, but the end result was terrible because they were awkward, what smartphones competitors still remain. Even then we realized that the people interested in the big screen, but we had to do a lot of work to get a decent product.

The rounded edges of the iPhone 6 is needed, so that he felt less wide, “- said the chief designer of Apple.


Discussing the “smart” watch Apple Watch, Ive explained why for his first wearable computer in Cupertino chosen format Smart hours rather than points in the style of Google Glass.

“I’ve always been interested in watches. The first watch was invented before the invention of pocket, so they were worn right on the neck. Then came the pocket watch. In the 17th century they were worn on the fingers. For reasons connected with the functionality and use, in the end, they were on the wrist, where they remain for more than a hundred years. Now this arrangement has historical significance. It’s a great place to get information quickly. When we started working on the Watch, it seemed natural for the process of the product. ”

Then the conversation moved into the mainstream of Quince relationship with Steve Jobs. Designer admitted that his main lesson from the legendary founder of Apple was the ability to be given full one case. Jobs often asked a tricky question to check: “From how many things you’re willing to give up for the cause?”.

“I remember once talking to Steve and asked him why he is regarded as a tough leader. I asked why they could not be more moderate. And he said, why? I said, because it is important for the team. And then he said, “No, John, you’re just very conceited. You want to please people. For me, it’s amazing, because I thought that the job for you is more important than you would think around. ”

It is thanks to Jobs, according to Quince, he learned to fully concentrate on your work. “People misunderstood Steve, because he was so focused on the main” – said the designer.

Jonathan Ive became part of a team of Apple in 1992 and subsequently took part in the development of revolutionary products – iPod, iPhone, iPad, Mac. One of the most controversial designs Jonathan – iOS 7 – after all, it was recognized the public, despite the initial negative reviews.

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