To celebrate Apple’s 20th birthday, Jony
Ive went all-out and designed the Twentieth
Anniversary Macintosh (TAM). More a technical
showcase than a viable mass-market product,
the TAM contained a number of high-end
technologies and was meant as a futuristic
exploration of where computer design could
go. Its all-in-one, (almost) flatscreen form was
a precursor of the iMac that would arrive
almost 10 years later. Another important
legacy was its removable trackpad,
which was later replicated in the
Magic Trackpad.
Although it never sold well (it
was priced at $7,499, equivalent to
roughly £9,300 today) and was aimed
at the ‘executive’ market, Ive’s design
set the scene for much of what was to
come later in the computing world.
Twentieth Anniversary
Macintosh (TAM), 1997
>Apple wasn’t joking when it used the
word ‘nano’. When the iPod nano was
launched by Steve Jobs, he asked the
keynote audience whether they ever
wondered what the coin pocket in a
pair of jeans was for. “Well, now we
know,” he declared, pulling out the
miniscule iPod nano.
If Apple proved it could do tiny
with the iPod mini, it did it again
in triplicate with the iPod nano,
demonstrating Ive’s ability to outdo
himself when it came to delivering
tech in a small, light package.iPod nano, 2005
Jony
Ive on
video
Creator of iconic
designs becomes an
icon in his own right
>As Jony Ive started to gain fame, he
also started to appear in Apple videos,
explaining how his latest work expressed
the inner beauty that is produced when
form meets function... Even these videos
took on their own aesthetic: white
backgrounds, products tumbling through
the air in slow motion, Ive’s soothing
voice. They demonstrated just how
seriously Ive took design, although they
received their fair share of parodies, too.Jony Ive’s greatest hits FEATURE