It gives a nice insight into the collaborative process at Apple between industrial design and software teams which have always been close but took on a new closeness to develop iOS 7 and the new iPhones. Here’s a snippet to whet your appetite:
What’s Apple’s mission?
Ive: This is probably a clumsy definition, but I think we try to make tools for people that enable them to do things they couldn’t without the tool. But we want them to not have to be preoccupied with the tool.
One of the ironies is that, from a design point of view, we feel that we’ve done our job when you finally get to that point and you think, “Well, there couldn’t be a rational alternative.” It appears inevitable. It almost appears like it wasn’t designed. Then we feel like we got it right, which is sort of semi-ironic, as a design team, to not make you feel like it was designed. But that’s what we try to do.
Federighi: I would have a hard time saying it any better. I would just say that I have been profoundly influenced by Apple’s technology since I was a little boy. I think it made me and all of us smarter, enabled us to achieve things we wouldn’t have otherwise achieved, has helped us communicate with people in a more fluid way that enriches our lives, and I think all along the way we do it in ways that enhance people’s lives instead of frustrate them, instead of making them feel stupid.
I mean, honestly, how many times do you buy a piece of technology that in the end just frustrates you? It’s something you bought to enhance your life, and instead you’re fighting it. And I think we aspire to move people forward in a way that they love.
OK, I’m a technology freak, but I think probably if someone mapped my brain, you would find that there were moments when I lit up the love pattern in my neurons in association with our products. I mean, literally, there is love, and I think that is true of many of our customers. I think when we build something we love and that others love, then we have done our job.
Ive: Our products are often at those times and those places that are meaningful to us, aren’t they? They are there when we communicate. They’re there when we take photos. They’re there when we look at the photos. They’re there when we listen to music. These are sort of seminal points in our lives, aren’t they? I think we try to create objects and products that enable those and enhance those connections. But you can’t do that in a way where the object is wagging its tail in our face.