This week the Vice President of Industrial Design at Apple, Jonathan Ive, gave a conference addressed to young designers where in addition to pointing out some guidelines to follow during the creative process of a product, he has also talked about his situation and the way in which he sees plagiarism from other companies regarding what he and his group of designers created.
In his speech, he questioned the way in which design schools have very expensive workshops but nevertheless teaching with cheap "computer" tools. In this way it seems that in the interviews that Sir Ive has carried out, he would not have been very satisfied with the knowledge of the design students, not because of the people themselves but because of the education given by these schools.
In another vein he also spoke of his success at Apple with the clear premise of not making moneyThat is, they admit that they are not naive and you have to be effective and consistent with what you do, but that is the reason why they make money, the achievement of a good product. At this point he says he feels annoyed by the plagiarism he suffers in his work, where being with his design team for 8 years first developing several ideas, extracting one, shaping it and creating something from nothing so that in six months they have plagiarized it … It is not a compliment to him but a steal of time that he could have spent with his family.
Ive admits that during the creative process ideas have had to be abandoned even with a lot of capital invested in itAccording to their statements, we must not give in to pressure from the Marketing departments to teach something new, that is, Apple products have a more uniform line and aesthetics and if something cannot be improved (change of materials, different shapes ... ) do not change it for the mere fact of having something different.
He also talked about his beginnings with personal computers where he changed his values and discovered a new part of himself «technological» trying to understand the needs of companies, then join Apple as a consultant and later full time. He confesses that the design of the Apple I loved it.
Finally and among many other things (the creative process, development, norms of good design ...), also talked about the design of the Apple Watch where did you want to do more than a differentiating product Like clothing, since not all of us wear the same, so a flexible system was created to adapt the taste of each person to their type of watch and not throw lots of "ideas against the wall" Let's see which one triumphs, as others do.
The full interview can be read through this link on Deezen for those who know English, the truth is that it is very interesting.
