Jonathan Ive Talks Design, Failure, and More in Appearance at London's Design Museum
Jonathan Ive, Apple's Senior VP of Design, made a rare public appearance at the Design Museum in London yesterday (via Cult of Mac). At the event, he discussed everything from his view on the future of design to his opinions on failure with museum director Deyan Sudjic.
We shouldn’t be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.
The talk with Sudjic also included a roomful of up-and-coming design students, with Ive offering additional perspective on the design process and rejection.
"The best ideas start as conversations. A small change at the beginning of the design process defines an entirely different product at the end. At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people." Ive also mentioned, "There are 9 rejected ideas for every idea that works."

Unfortunately for those design hopefuls listening to Ive, the odds of working in his team are slim. Apple's Industrial Design team is notoriously difficult to get into, in large part because its members never leave the company. The eighteen-person team hasn't seen a single member leave for fifteen years. "I like to work in a small team," Ive told Sudjic. "There is only 18 of us on the design team. Nobody has ever left."
Ive also touched on how to gain experience in the field, design studies in schools today, and the difference between making something different and making it better.
Our goal is to desperately make the best products we can. We’re not naive. We trust that if we’re successful and we make good products, that people will like them. And we trust that if people like them, they’ll buy them. And we figured out the operation and we’re effective. We know what we’re doing, so we’ll make money, but it’s a tough sequence.
Ive has famously remained out of the spotlight for much of his tenure at Apple, but has opened up considerably since taking on new responsibilities for software design and more recently with the impending launch of the Apple Watch. Recent appearances have included an awards ceremony hosted by the San Francisco Museum of Modern Art and a Vanity Fair summit in San Francisco.
Update: Dezeen also has a very thorough overview of Ive's interview.
Popular Stories
The Apple Watch Series 8 could feature an all-new design with a flat display, according to the leaker known as "ShrimpApplePro."
In his latest video on the YouTube channel Front Page Tech, Jon Prosser highlighted information from ShrimpApplePro that suggests the Apple Watch Series 8 could feature a flat display in what seems to be a design originally rumored for the Apple Watch Series 7. ...
While Apple's early M1-based Macs can only officially support a single external display, there are ways around the limitation. Anker is launching a new 10-in-1 USB-C docking station today which delivers just that.
The Anker 563 USB-C dock includes two HDMI ports and a DisplayPort port, and it leverages DisplayLink to carry multiple video signals over a single connection. Given that this hub...
Apple today released macOS Monterey 12.4, the fourth major update to the macOS Monterey operating system that launched in October 2021. macOS Monterey 12.4 comes over two months after the launch of macOS Monterey 12.3, an update that added Universal Control.
The macOS Monterey 12.4 update can be downloaded on all eligible Macs using the Software Update section of System...
WhatsApp is working on a new feature that will allow users to "silently" leave group chats hosted by the messaging platform instead of all members of the group being notified when they do.
As it stands, when someone leaves a group chat, WhatsApp announces their exit to the entire group, making the act of leaving very public. It's not possible right now to leave a group quietly, but WhatsApp...
Apple today shared a new ad highlighting iPhone privacy features like App Tracking Transparency and Mail Privacy Protection that are designed to give users more transparency and control when it comes to their personal data being collected.
The ad revolves around a young woman named Ellie who discovers that her personal data is being sold at an auction house, with bids being placed on her...
Apple's AirPods ruptured the eardrums of a 12-year-old boy in 2020 when a loud Amber Alert was issued, according to a lawsuit filed against Apple in California (via Law360).
The child, identified as B.G. in the filing, was watching a movie on Netflix on his iPhone in 2020 while wearing AirPods Pro. The AirPods Pro were allegedly set at a low volume, but an Amber Alert sounded without warning ...
Apple retail employees at around 100 stores will need to go back to wearing a mask while working, according to Bloomberg's Mark Gurman. Apple is mandating masks for employees again due to a rising number of COVID cases across the United States.
Customers who visit an Apple Store are not required to wear a mask at this time, but Apple is continuing to recommend masks for all Apple Store...
Top Rated Comments
Quote:
The eighteen-person team hasn't seen a single member leave for fifteen years
All jokes aside. I think it is a bad idea to have a design team that has been so static for almost a generation.
JI: Do you like gold?
TC: Sure!
JI: See you in two years, Tim.
Jeez. Someone had to lower the thread to Samsung bashing. Can we just leave it alone for even one article?
Their marketing must be as static, which would explain why Apple thinks U2 is cool.