Jony Ive and Craig Federighi Talk Collaboration in Full Businessweek Interview

bloomberg_92013Following last week's cover story on Apple CEO Tim Cook, SVP of Design Jony Ive, and SVP of Software Engineering Craig Federighi, Bloomberg Businessweek has published the full transcript of its interview with Ive and Federighi, which reveals even more about Apple’s leading trio and the work that went into Apple’s newest mobile operating system, iOS 7.

According to Federighi, both he and Ive "wanted to do something big," and had to figure out how to bring together various Apple teams that had not previously worked together. After a major management restructuring last fall, Jony Ive took over Human Interface in addition to Industrial Design and Craig Federighi, who was previously in charge of OS X, took over iOS as well.

ID [Industrial Design] and HI [Human Interface] weren’t working together as much, and that became an intense collaboration, along with Engineering. These are teams that had a creative relationship going back a long time, but this became now a very intense relationship in the construction of iOS 7.

The mission, said Federighi, became "so clear and so critical" that "everyone who needed to contribute jumped in." Ive agreed, adding that intense task of creating iOS 7 gave their teams an "all-consuming focus" that greatly enhanced collaboration.

When you think about the roles changing, I think what happens is you think about this as the task at hand. So I don’t think we ever talked about our roles. We talked about how we can most effectively extend the collaboration that always existed. […]

I think that when you have a focus that’s that clear, what could be barriers sort of real or virtual would—in effect, just [waves hands in a dissipating gesture]. And it’s not even a conspicuous fading away—it’s just you’re so consumed by sort of trying to do something as well as you possibly can and enjoying the broad collaboration.

In addition to a close collaboration between their teams, Ive and Federighi have worked hand-in-hand on iOS 7. The two sit within one minute of each other, with Ive describing their working relationship as "very fluid."

At the end of the day, when you have been part of a team, getting to work with engineers working at that level or then can work with engineers who have been working on the gyro test, but we’re all trying to sort of deal with the same problem. The fact that we’re all united, that we are genuinely focused on trying to solve the same problem, I think those are the days that you go home feeling what a privilege it is to work at Apple.

Ive and Federighi also described what it's like working for CEO Tim Cook. According to Ive, Cook is "incredibly supportive and understanding" of the problems Apple faces designing new products, and "he encourages the sort of collaboration and teamwork necessary to solve those problems." Federighi agreed, calling him a "beacon for Apple's values."

I think Tim understands intuitively how what we do here is the product of so many disciplines working so closely together. And he does everything he can to foster that happening to create great products.

The full interview, which spans multiple pages, goes into further detail about the deep collaboration between the various teams at Apple and highlights the thought processes behind the development of Apple software.

Both Jony Ive and Craig Federighi were also interviewed by USA Today last week, further discussing their partnership and the development of iOS 7.

Top Rated Comments

komocode Avatar
101 months ago
Jony: Hay Craig, let's learn Photoshop together!
Craig: Ok Ive! *Launches PS*
Jony: OOOOOOO WOW! This gradient tool is BRILLIANT.
Score: 33 Votes (Like | Disagree)
Seoras Avatar
101 months ago
I remember back in the day...

...before the iPhone was launched but it was obvious Apple was going to bring out an phone. 2006/2007
I saw some posts on here and a couple of mock ups of what an "Apple Phone" would look like.
It was white and it looked like a Ive wannabe designed Nokia or Motorola Razor.
Nothing new really.
So when I see posts bemoaning the lack of TV, Watch, etc I shake my head as I remember how wrong we all were and how right Apple got it.
So stop being smart asses like you know better,you dont...
Be patient & wait and see...
Score: 23 Votes (Like | Disagree)
TWSS37 Avatar
101 months ago
The heir-apparent to Steve is Jony Ive. He's the man everyone should be looking at to truly shoulder the ingenuity of the post-Steve Apple. Too many put all of the apples in the Tim Cook basket (and some for good reason). I for one, don't.

I think Steve Jobs skewed the concept of what a CEO is versus what he did. He was able to pull it off due to his charisma and penchant for presenting new products, but a true CEO is in fact Tim Cook, with creatives underneath him. Not vice versa like how it was with Jobs.
Score: 21 Votes (Like | Disagree)
Howard Ellacott Avatar
101 months ago
Hopefully in the bin under his desk.

No need to bring the new Mac Pro into everything. ;)
Score: 18 Votes (Like | Disagree)
Rootus Avatar
101 months ago
Ive is the man. Flat.
Ive sucks. Flat is dumb. Buttons should stand out from the background, not be indistinguishable. And for ****s sake, some consistency, man! Gradient up, gradient down, what does the photo icon represent anyway, why are there bubbles on the game center icon, and why are those bubbles 3D instead of flat, why are all the colors playskool bright, why is find my friends still skeumorphic, why are some apps black-on-white and some white-on-black, etc, etc, etc. Ive is supposed to be the man, but c'mon, a lot of this is basic design and it's amazing he got it wrong.
Score: 17 Votes (Like | Disagree)
thedeejay Avatar
101 months ago
Last year MR posters: Oh wow, I can't wait for Ive's Magic or "In Ive we trust".

This year MR posters: "Omg we want iOS 6 back".

Repeat every year.

Same old **** I tell you, same old ****.
Score: 17 Votes (Like | Disagree)

Top Stories

apple watch 6s 202009

Bloomberg: Apple Watch Series 7 to Feature Thinner Screen Bezels, Faster Processor, and Updated Ultra Wideband Tech

Monday June 14, 2021 3:41 am PDT by
This year's Apple Watch Series 7 is likely to have thinner display bezels and use a new lamination technique that brings the display closer to the front cover, according to Bloomberg's Mark Gurman. From the report: The Cupertino, California-based tech giant is planning to refresh the line this year -- with a model likely dubbed the Apple Watch Series 7 -- by adding a faster processor,...
studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
m1 imac back

Some M1 iMac Models Shipping With Crooked Mountings

Monday June 14, 2021 12:50 pm PDT by
Some M1 iMacs appear to have a manufacturing defect that causes the display to be mounted on the stand in a way that's not perfectly aligned, leading to a crooked display. YouTuber iPhonedo over the weekend published a review of the M1 iMac, and he found that his machine appeared to be tilted on one side, a mounting disparity that was visibly noticeable and proved with a ruler. Another...
ios 15 home screen icons

iOS 15 Lets You Drag and Drop Images and Text Across Apps

Saturday June 12, 2021 3:17 pm PDT by
Apple this week previewed iOS 15, which is available now in beta for developers ahead of a public release later this year. One smaller but useful new feature added is the ability to drag and drop images, text, files, and more across apps on iPhone. MacStories editor-in-chief Federico Viticci demonstrated the new feature in a tweet: Using cross-app drag and drop on iPhone in iOS 15. Finally 🎉 #WW ...
ipad iphone duo ios 12

Apple Releases iOS and iPadOS 12.5.4 Security Fix for Older iPhones and iPads

Monday June 14, 2021 10:15 am PDT by
Apple today released new iOS and iPadOS 12.5.4 updates, with the new software aimed at older devices that are unable to run the iOS 14 update that's available on modern devices. The iOS and iPadOS 12.5.4 updates can be downloaded for free and the software is available on all eligible devices over-the-air in the Settings app. To access the new software, go to Settings > General > Software...
apple new iphone case colors

Apple Releases New Sunflower, Cloud Blue and Electric Orange iPhone 12 Cases

Monday June 14, 2021 11:12 am PDT by
Apple today released silicone iPhone cases for the iPhone 12, 12 Pro, 12 Pro Max, and 12 mini in a series of new colors that include sunflower, cloud blue, and electric orange. Sunflower is a bright yellow shade, cloud blue is a soft, light blue, and electric orange is a bright orange that's darker than the kumquat color and more orange than pink citrus. The new cases are priced starting...
files app ipados 15

iPadOS 15: Files App Gains NTFS Support, Progress Indicator, and More

Tuesday June 15, 2021 3:41 am PDT by
Apple in iPadOS 15 has added the ability to access NTFS-formatted media from within the Files app. The additional support for the Windows-related format, first discovered by YouTuber Steven Fjordstrøm, is read-only, so like on macOS you can't modify files stored on NTFS devices, but you can at least copy any data on them for working on elsewhere on your iPad. The Files app has also gotten a...
apple virtual game controller ios 15

Apple Makes New On-Screen Game Controller Available to Developers on iOS 15 and iPadOS 15

Saturday June 12, 2021 12:36 pm PDT by
During the Platforms State of the Union at WWDC this week, Apple unveiled a new API for iOS 15 and iPadOS 15 that enables developers to implement an on-screen virtual game controller in their iPhone and iPad games with just a few lines of code. While many iPhone and iPad games already offer on-screen controls, Apple's new virtual game controller is available to all developers, easy to add,...
apple store palo alto

Apple Stores to Drop Mask Requirement for Vaccinated Customers This Week

Sunday June 13, 2021 11:31 am PDT by
Apple will no longer require vaccinated customers to wear masks inside their retail stores in the U.S, a major shift in policy compared to last month, according to Bloomberg. The new change, expected to go into effect on Tuesday, will no longer require customers who have been fully vaccinated against COVID-19 to wear masks inside Apple Stores in the United States. Bloomberg notes that Apple...
nomad airtag wallet card 2

Nomad's Latest Accessory Makes It Easier to Put an AirTag in Your Wallet

Monday June 14, 2021 12:00 pm PDT by
Nomad, known for its range of accessories designed for Apple devices, today announced the Card for AirTag, which is designed to make it easier for an AirTag to fit inside a wallet for tracking purposes. With Card for AirTag, an AirTag fits inside the middle of a card-shaped holder that's then meant to fit inside of a wallet. According to Nomad, the design offers a smooth, uniform shape that...