Jonathan Ive on Apple’s Design Process and Product Philosophy

A snippet:


You recently assumed leadership of software interface design. Has this altered the company’s design process?


I provide some leadership and direction in terms of user interface – a subset of software. Just as I work, I’m working in the same way with the user interface team. Just geographically, we’ve always been close. The core creative community is very small but is also very close – there’s been changes there, but the change isn’t perhaps as dramatic as you might assume.

One of the values of things I learned absolutely directly from Steve was the whole issue of focus. What are we focusing on: focus on product. I wish I could do a better job in communicating this truth here, which is when you really are focused on the product, that’s not a platitude. When that truly is your reason for coming into the studio, is just to try to make the very best product you can, when that is exclusive of everything else, it’s remarkable how insignificant or unimportant a lot of other stuff becomes. Titles or organizational structures, that’s not the lens through which we see our peers.

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