Jony Ive Goes In-depth About Apple’s Design Philosophy

Jonathan Ive portrait in suit jacket - black & whiteAhead of receiving his knighthood from the Queen, Jony gave an interview to the U.K.’s Daily Telegraph. Jony Ive’s own words:

“We try to develop products that seem somehow inevitable. That leave you with the sense that that’s the only possible solution that makes sense.”

“I think subconsciously people are remarkably discerning. I think that they can sense care. I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.”

“One of the concerns was that there would somehow be, inherent with mass production and industrialisation, a godlessness and a lack of care.

“We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.” GigaOM »

You can watch the clip of Ive’s knighting here »

I have a lot of respect for the man. He is one of the coolest men roaming the earth today. I am impressed with him in the Apple product videos, in keynote presentations along with Steve Jobs, and in the stories related in some of Jobs biographies. Jony is a rare breed. He is the real deal even when he’s philosophizing about abstracts of design that most ordinary tech users do not understand, but sure do appreciate.