Jony Ive Talks About His Design Process, Apple Secrecy, Steve Jobs, and More in New Interview

by

Apple chief design officer Jony Ive recently sat down with model and actress Naomi Campbell for an interview, discussing topics like his design process, Steve Jobs, Apple secrecy, and more (via Vogue).

Campbell asked about Ive's personal involvement in the manufacturing process, bringing up a rumor she heard that he slept on factory floors when Apple was making the first iPhone. Ive didn't specifically confirm the rumor, but he mentioned he has "stayed for months" in the places that Apple makes its products. "I don’t know how you can be an effective designer and not do that," he said.

vogue jony ive interview

Image via Vogue

On the topic of Apple's secrecy:

I don't really see it as being secretive – if I'm working on something and it's not finished, I don't want to show somebody! One of the defining things about the nature of ideas is just how fragile they are: when you're not sure whether some-thing is going to work, the idea is vulnerable. Part of protecting the idea is to be careful about who you show it to; premature criticism can shut something down that perhaps deserves more of a chance.

Ive also discussed former Apple CEO Steve Jobs, mentioning that the two "looked at the world in the same way," and that he appreciates and misses Jobs more as time goes on. When Campbell asked about lessons learned from Jobs, Ive said that Jobs' way of thinking has stuck with him: "There was an incredible liberty in the way he would think. He wouldn’t obey rules that were perceived to be accepted wisdom, and he had an extraordinary optimism and enthusiasm."

Ive also stated that he thinks of Jobs and his values when hiring new people at Apple:

The main thing is how they see the world. Ultimately, Steve's legacy is a set of values and, I think, the belief in trying. Often the quietest voices are the easiest to overlook, but he was brilliant at listening as well as leading and speaking. A lot of com-munication is listening – not just listening to figure out what you want to say in response.

The Ive-Campbell interview has been published ahead of Ive's sponsorship of former fashion designer Azzedine Alaïa's work at London's Design Museum in May. Ive said that he used to watch Alaïa design and was in "utter awe": "It was incredible to see the way that he understood material, and the way he would be frustrated with material and so create new ones. And then these beautiful forms would emerge."

To read the full interview, visit Vogue's website.

Top Rated Comments

CJM Avatar
35 months ago
Another ultra-high-level puff piece. But this is Vogue we’re talking about, masters of the superficial.
Score: 8 Votes (Like | Disagree)
testcard Avatar
35 months ago
Naomi Campbell, the well-known writer and blogger on all things tech. On a more positive note, Jony’s Wallabees are wearing well.
Score: 5 Votes (Like | Disagree)
Vasilioskn Avatar
35 months ago
There’s not much thought in his designs. Flat is ugly.
Score: 5 Votes (Like | Disagree)
gnipgnop Avatar
35 months ago

Hate to sound like the token photography snob, but the highlights in that photo are blown out of whack. Amazed they couldn't do a better job.

Looks like it was a good choice to me. Deemphasizes the background vs. the two figures in the foreground. It's not an architectural photo, so those details aren't really necessary at all.
Score: 4 Votes (Like | Disagree)
EdT Avatar
35 months ago
I don’t think anyone believes that Apple or any other company should tell everyone about products under development.

But when the product has a release date then customer related details should be easily available. The HomePod was released and potential customers didn’t know what products and services would work with it, and they found out in dribblets of information released up to and even after the product was available. And the battery fix in IOS version 10 wouldn’t have caused the uproar that Apple is still having to deal with if they had announced WHAT the fix actually did. Some people still wouldn’t like it but at least you would have known WHY your phone was slow. Instead a 3rd party released tests showing what was happening and Apple looked bad.

Anything can be taken to extremes. You can let too much information out too soon so rivals can counter what you are doing. Or you can be Apple and try to keep things secret that they should be telling customers, if only to cover their behinds.
Score: 3 Votes (Like | Disagree)
RogerWilco Avatar
35 months ago
Manspreading is so Vogue.
[doublepost=1522682508][/doublepost]

After all they are about fashion and not about tech.

Thank you for succinctly describing what is apparently Apple's new direction.
Score: 3 Votes (Like | Disagree)

Top Stories

2020 apple shopping event

Apple Offering Up to $150 Gift Card With Select Products on Black Friday Through Cyber Monday

Monday November 23, 2020 2:53 am PST by
Apple has announced its annual four-day shopping event, offering customers up to a $150 Apple Store gift card with the purchase of select products between Black Friday and Cyber Monday in the United States. The gift card values in the United States are as follows: $150 for 16-inch MacBook Pro $150 for 21.5-inch iMac $50 for 13-inch MacBook Pro $50 for MacBook Air $50 for iPhone SE,...
0 Deals Hero

Black Friday 2020: Best Apple Deals to Plan For

Saturday November 21, 2020 10:00 am PST by
In the lead-up to Black Friday next week, we've been putting a spotlight on the best deals coming from various retailers like Best Buy and Walmart. In an effort to further prepare our readers for the best Black Friday deals, we're breaking down what we think should be on your radar for Black Friday in 2020. Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
app store christmas icon

Apple Shutting Down App Store Connect From December 23 to December 27

Monday November 23, 2020 10:14 am PST by
Apple shuts down App Store Connect for a week around the holidays each year in an effort to give App Store staff time off from work. This year, App Store Connect will be unavailable from December 23 to December 27. With App Store Connect unavailable, Apple will not accept new apps or app updates, so all pricing changes and new app submissions need to be locked in before those dates for...
Target November Deals 1

Black Friday Spotlight: Target Begins Week-Long Sale With Deals on iPhone 12, Powerbeats Pro, and More

Monday November 23, 2020 8:07 am PST by
We've been tracking early Black Friday deals in our dedicated Black Friday Roundup, and in an effort to prepare our readers for the big shopping event we're highlighting sales store-by-store in the lead-up to November 27. Note: MacRumors is an affiliate partner with Target. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running....
ipad pro 2020 display

Black Friday Week Kicks Off With Up to $150 Savings on 2020 iPad Pro

Sunday November 22, 2020 2:37 pm PST by
As we head into Black Friday week, we're seeing some of the best deals of the season so far, with Amazon and Best Buy today discounting the latest iPad Pro models by up to $150 at the lowest prices we've ever tracked on these models. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep ...
mac mini macbook pro macbook air

Apple M1 Hands-On Comparison: MacBook Air vs. MacBook Pro vs. Mac Mini

Monday November 23, 2020 3:40 pm PST by
Apple's M1 Macs are out in the wild now, but ahead of the holidays, you might still be trying to figure out which one to pick up, either for yourself or as a gift for someone else. We've got all three of the new Macs available, so we thought we'd give MacRumors readers a hands-on overview of each machine in our latest YouTube video. Subscribe to the MacRumors YouTube channel for more videos. ...
macos big sur m1 macs restore issue

Apple Provides Instructions to Fix macOS Reinstallation Errors on M1 Macs

Sunday November 22, 2020 3:30 pm PST by
Shortly after the launch of Apple's new M1 Macs, we saw reports that attempts to restore and reinstall macOS on those machines right away could result in an installation error that would leave your Mac non-functional. Specifically, the error message would read: "An error occurred preparing the update. Failed to personalize the software update. Please try again." Over the weekend, Apple p...
max tech xcode benchmark m1 macbook

Video Demos Performance Differences Between 8GB and 16GB Apple M1 MacBook Pro

Monday November 23, 2020 2:54 pm PST by
All of the M1 Mac models use the same M1 chip, so the upgrade options are limited to SSD storage space and RAM. We haven't seen many comparisons that demonstrate the difference between a machine with 8GB RAM and the upgraded 16GB RAM option, but Max Tech today shared a video highlighting the performance between an 8GB MacBook Pro and a 16GB MacBook Pro. The video includes a series of...
iPhone 6s main

Rumor Claims iOS 15 to Drop Support for iPhone 6s and Original iPhone SE

Sunday November 22, 2020 9:25 am PST by
Apple will drop support for the iPhone SE, iPhone 6s, and iPhone 6s Plus in next year's release of iOS 15, according to a rumor shared today by Israeli site The Verifier. If the rumor is accurate, that would mean iOS 15 will be compatible with the following Apple devices: 2021 iPhone series iPhone 12 Pro Max iPhone 12 Pro iPhone 12 mini iPhone 12 iPhone 11 iPhone 11 Pro iPhone 11 Pro ...
new mac mini logicpro screen

M1 Macs Able to Run Up to Six External Displays Using DisplayLink

Tuesday November 24, 2020 6:53 am PST by
It is possible to run up to six external displays from the M1 Mac mini, and five external displays from the M1 MacBook Air and MacBook Pro, with the aid of DisplayPort adapters, according to YouTuber Ruslan Tulupov. This far exceeds Apple's specified limits on external displays with the M1 Macs. Apple's host of new M1 Macs are not capable of supporting as many external displays as their...