with a sleek aluminium body, which looks like
a digital camera Apple would have launched
from its Cupertino headquarters circa 2006.
Jony’s design has an unmistakable quality and
elegance, whether it’s for Apple or not.
THE FUTURE OF APPLE DESIGN
When Steve Jobs died in 2011, Ive was handed
the ultimate responsibility - to uphold the legacy
of Jobs and continue to drive Apple forward.
It’s hard to deny that products like the iPhone
X, the Apple Watch and the stunning new iPad
Pro don’t do that, but it’s also worth questioning
whether Ive was given too much responsibility
from Tim Cook. Just look at the launch of the
original Apple Watch, which perhaps focused
too much on high fashion and pandering to the
one per cent with $17,000 versions, rather
than focusing on the average Joe. As is the
case with most Apple products, Apple Watch is
now the world’s most popular smartwatch brand,
and Ive’s design prevailed. Similar misfirings - like
the butterfly keyboard on the Mac, which Apple
finally acknowledged was a mess when it
launched its new MacBook Pros last month,
could suggest Ive simply had too much on his
plate. Overseeing multiple projects as Apple veers
in new directions to appease shareholders is
perhaps too big a role for one person to manage.
Now Ive is off to start LoveFrom, many have
pondered where Apple will go next. Of course,
Ive was only one player in the Apple design
team, but he was the one to spearhead change
and have the final say on aesthetics. But things
were perhaps not as rosy as they looked from
the outside. “The team is made up of the most
creative people, but now there is an operations