Jony Ive on Apple Watch and iPhone 6 in an interview with Vanity Fair

In San Francisco, on Thursday evening, Jonathan Ive made a rare public interview. He spoke with the head Vanity Fair Graydon Carter, touching on a variety of topics and focusing their attention on the new line of Apple products: iPhone 6 and Apple Watch. We have collected the best excerpts from an interview with the chief industrial designer of our time.

What are the pros and cons to be John Ayvom?

Minus - you spend too much time to be alone with him. Plus - an excellent design team. It still has not been left as they wish.

How big?

Now it is very small, 16 or 17 people. But over the past 15 years it has become more. In this case, we've worked hard to keep it a little.

As usually goes your day?

An important advantage when working with the design team is that you spend a lot of time with them, improving workflow. We meet three or four times a week. Designers gather around the same table that you see in the Apple Store. We become around these tables and... draw. New ideas arise when we have a physical object made according to our drawings. It really inspires and focuses our team.

Think of any sudden moment of inspiration during these meetings?

Phone, which we now released... It's a special moment, when there is an object that you can touch, then everything changes. It's always exciting when the first model appears in front of us.

Why did you come back to the rounded edges of the iPhone?

Several years ago, we made prototypes with larger screens. They were really interesting, but in the end, we got a lousy product, clumsy, like many of the current competitors' devices. Then we realized that large screens importantBut it should have been done a lot, so that the product was irresistible. Rounded edges iPhone 6 are needed in order that it does not seem broad.

I think that for many of the large display to which you touch, it seems natural. 9 years ago when we started, it was perceived differently at him. Then, for us, it was not obvious, so we released the iPhone with a larger screen just now.

Then there was not a single person who would not be fascinated by phone with a touch screen. Prior to that, the buttons and screens were very small. And we realized that we do not need to compromise. With a large screen, we could have the corresponding buttons.

How Apple product you use to joining the company?

He was in art school. Computers in college were terrible. But then I thought, that's just me. Paradoxically, when you eat tasteless food, then I think that the food is bad. But when you use a bad product, I think that the problem is in you.

In art school, I worked with the Macintosh. And some things shocked me. For the first time in my life I had a clear idea of ​​how people worked together to create this product. I realized that there are things that reflect our values. From that moment on I became seriously interested in the company from California, made this computer. I wanted to know, Who and how did it.

Why did you want to become an industrial designer, not an artist or designer from another area?

It was the only thing I could do. That's the whole point. We make tools for people.

What a thing from your childhood was from your point of view perfectly designed?

Braun mixer. I was shocked at how good was done this thing, and it looked beautiful. I did not know what she was doing, but he was sure that she does it very well.

What were you doing when you first came to California?

I was then sponsored college... I just wanted to get to know people. They were so kind and patient. And I'm always with you dragged this stupid phone model.

You refused to work?

I did not work for work's sake. Some urged me to stay. Everyone I asked to meet with me, agreed.

How did you get into Apple?

During his first trip to California I met the guys from Apple, and then returned to London and worked for his projects. Apple has begun to look for designer and chose me. I had two options: to work on the Apple PowerBook or engage in ceramics in the British company. The contrast between these two projects was huge, and I chose Apple.

You only deal with the appearance of the products?

I'm sure if you want to do a good job, you can not only pay attention to the outside. You design and internal components of the product.

The biggest challenge that you faced while working in Apple?

The touch screen was the most incomprehensible thing for me. Several times we almost gave up. We do not know if it will work. When we worked on the Apple Watch, it is often speculated, such as "what if ..." and "how we do it."

I have always been interested in clocks. The first clock started before the advent of pocket, hung around the neck. There were even a watch that was worn on the finger in the 17th century. For reasons of convenience and functionality they moved on the wrist. And stayed there for more than a century. It is historically and is a great place to quickly find information.

What lessons have you received from Steve Jobs?

Focus. Steve was the most focused person I've ever met in my life. Because of this, you can achieve a lot. Steve asked, "How often do you say 'no'?" I brought some things to the victim... and he knew that I would not use them more involved. Focus - means saying "no" to the idea of ​​good in every cell of your body, because you're focused on something really important.

I remember talking with Steve Jobs and asked why it is perceived so severe he could not be more discreet? He asked: "Why?". I replied that I worried about the team. To which he replied: "No, John, it is in vain. You just want to please people. And to be honest, I'm surprised, because I thought you were at the forefront of work rather than the way people perceive you. "

That's why people are not aware of Steve - he was totally focused.

Questions from the audience.

What do you think about Xiaomi, a Chinese startup, which is often criticized for copying Apple designs?

In this there is a danger. The fact that someone is copying us, I do not see it as flattery. I must be honest, so I think that this is simply a consequence of theft and laziness.

How do you find a balance between functionality and design?

Beautiful product that does not work, terrible. The best things that we did, in harmony. I think the design - it's all together. Beauty is how it works.

What design do you enjoy?

Good question, because I am to this very critical... I like products that are made with care. I can feel it.

Can you see yourself outside of consumer electronics?

In fact, our watches - this is a step in the direction of consumer electronics.