iPhone birth, part 1
Today we publish the final part of the transfer of the head of «The Birth of the iPhone» from the new book Linder Kani "Johnny Ive: the genius behind the scenes of the great Apple products", which is dedicated to the creation of the first iPhone. Many of these details previously remained unknown to the general public, but now we have the opportunity to learn more about how to create the most important product for Apple.
So, to reduce the risks management has decided to develop two parallel phone. Secret phone project received the code name «Purple», which was reduced to a «P». One phone based on iPod nano, and received the name of P1, and the other - a completely new design under the supervision Quince based models 035 - called P2.
The project is led by Tony Fedell P1. His group was thought in some way to introduce the phone in the existing iPod.
Matt Rogers, desperate young engineer who worked with Fedellom, became responsible for the creation of software for the device. Previously, Rogers was impressed Fedella that rewrote some sophisticated programs to test the iPod.
As usual, the studies were in complete secrecy. Rogers recalls those times:
"No one in the company knew that we were working on the phone. And yet we had a lot of extra work. While the iPod team was also involved in the new iPod nano, new iPod classic and shuffle ».
After 6 months Fedella team presented more or less working prototype «iPod plus phone". Wheel of player used to select a contact, such as the old drum phones. Development was able to receive and make calls. Based on this experiment, Apple has applied for several patents. One of these involves the ability to create text messages with predictive input system.
However, P1 was too limited. Normal dialing became pain. The device could not connect to the Internet, it was impossible to run the application. Later, Forstall said that «iPod plus phone" has been a hot topic in the discussions. The biggest problem was the fact that the team was initially driven into a rigid framework in terms of design. Using an existing device is strongly limited, and it was bad for their tasks.
"The P1 had a small screen and the wheel, and we're not able to get away from it... but sometimes you have to try something, then to throw it away."
After another 6 months development P1 Jobs killed the project. He said:
"To be honest, we can better guys."
Fedell did not want to admit defeat.
"Multi-touch was risky, because no one has not yet been tested, but also because it did not have the confidence to fit all the necessary hardware into such a small amount."
Fedell from the beginning skeptical of touch screens, and it was based on the experience of devices such as Palm Pilot - they were awkward and uncomfortable. However, Steve believed in the success:
"We all know - that's what we want to do. So let's make it work. "
So Jobs said about the project P2 after the failure of the hybrid iPod and phone. 2 years later, during a presentation at MacWorld iPhone, he jokingly pointed iPod image from the drum kit number on the screen. He called it the way you can not do the phone, and the audience laughed. Then, few people would have known that such a concept could be the basis of Apple's phone.
The new team takes on the case
After a decision on further work on the P2 John was appointed head of industrial design project, Fedell engaged in Engineering and Forstall, primarily responsible for Mac OS X, I had to turn the computer operating system in a completely new operating system phone.
Designer Joni team was working on an iPhone without the slightest idea about the operating system, which it will. At first, they worked with a blank black screen, and then - with the image of the interface with cryptic icons layouts. On the other hand, software developers have not seen a prototype of the device. One of the designers says that experience with a fictional iOS screen:
"I still do not know what that meant icon with a lightning bolt."
But John himself knew everything. He was aware of all developments Forstalla and constant contact with Jobs and other members of management. He also provided advice and guidance design team. Inside the studio lead designer on the project «Purple» was appointed by Richard Howard.
In the beginning, few initiates were confident that they could develop the phone.
"It was a complete Research & Development in all directions".
In fact, it meant the creation of the most complex products in the company's history, simultaneously engaged at the same time more and the MacBook, and ruler iPod. Key employees were removed from the current projects, which led to delays in the withdrawal of some products, and complete closure of others.
If the project fails, the company it would have serious consequences. Forstall described the situation as follows:
"We will not achieve success, in addition to damage to the current products we would be nothing to fill the gap."
Jobs will allow management to take the project to all employees, but only from among those who have already worked for the company. For Forstalla it was a real challenge:
"It was quite a challenge. What I had to do - is to find people who were superstars in the company, amazing engineers and I had invited them into his office, asking to sit down and say you are superstars in their roles, your manager likes you. You will be incredibly successful at Apple, if you just stay in your current role and will continue to do what I do today. But I have for you a proposal, another option. We are starting a new project, and it is so secret that I can not even tell you what it is... and Surprisingly, some extremely talented people have taken the challenge, and that's how I put together a team iPhone ».
Forstall occupied an entire floor of the headquarters of Apple and blocked it.
"We put a door with badges, cameras were everywhere, and to get into some laboratories have to be authorized by 4 times. This place is called «Purple Dorm».
Forstall continued:
"People were there all the time. They were there at night. They were there at the weekend. You know, there smelled something like pizza. On the front door was placed the inscription "Fight Club", because the first rule of the club - not to talk about the club. "
When developing iPhone Jony Ive considered the most important parameter sensations arising from the user when using the product:
"When we are at an early stage of design, when we try to identify the key target, often it is about perceptions. We're talking about how you feel about the product, but not in a physical sense but in the sense of perception. "
Joni believed that the essence of the iPhone - its screen. Back in the early discussions designers agreed that there should not be anything that would distract the user from the screen. John calls the screen "endless pool" by analogy with the high-class swimming pools with invisible borders. The team immediately put the final point on the display in order to avoid any ideas, belittling its importance. John wanted to display was "magical" and "amazing."
Later, in the autumn of 2004, the team John began work on two design options. The first option is called «Extrudo» was initiated by Chris Stringer. This design like a iPod mini: tapered tube made of extruded aluminum, anodized using different colors.
Apple has already had a large number of production lines used to create the iPod. It was the advantage of this concept, and even Johnny liked what can be done with stamping.
Another design option called "sandwich" and was in charge of this model by Richard Howard. Made advantageously of plastic, such sandwich was a rectangular design variant with uniformly rounded edges and a metal housing zoster.
John and the team more attracted Extrudo, and they are focused on this concept. They tried variations with compressing both the X and the Y axis, but immediately ran into a serious problem. Sharp edges cut into the skin of the face when you try to attach the phone to your ear. Jobs is especially enraged.
To soften the edges have been added to the plastic caps. They also helped to solve the problem with antennas. The iPhone was supposed to use 3 types of connection: Wi-Fi, Bluetooth and cellular module. Radio waves do not pass through metal, plastic, and there was just necessary.
The team tried to solve the problem Extrudo design, but tests showed the impossibility of the normal operation of the device without increasing the size of the plastic plugs for communication modules. However, these same port cover all the charm of the original appearance of the body.
"We were trying to figure out how not to violate the principle of the design of the antenna, how to remove sharp edges and so on, but it turned out that with an increase in comfort using the device design will inevitably suffer."
In Extrudo was another problem that tormented Jobs: metal frame distract from the screen. This was contrary to the original idea of Johny. Later, he remembered Johnny, his troubled that Jobs made this emphasis.
Apple declined to Extrudo and left with a sandwich.
This design had its advantages, including no sharp edges that could cause discomfort user's ear. However, the prototypes were too big and clumsy, forcing Joni command to war with the dimensions in order to make the device smaller. They were trying to squeeze the phone in a variety of technologies, many of which were not even quite tiny to use them in mobile technology.
(via)