Apple Design Chief Jony Ive Talks iPad Pro Design in New Interview

Following Tuesday's event, Apple Design Chief Jony Ive did an interview with The Independent, where he shared some thoughts on Apple's new product lineup and what makes a device "appear magical."

Ive explained that the design of the iPad Pro is "so singular and integrated" that it stands out from "99 percent of other complex technology products."


Specifically, Ive pointed out the display of the device, which uses a subpixel anti-aliasing technique to produce rounded corners that flow into the sides of the screen smoothly and without distortion.

Ive said he finds traditional displays with square corners "disappointing" because it turns the display into a distinct component when assembled into a design without square corners.

If you look at the iPad Pro, though, you can see how the radius, the curve in the corner of the display, is concentric with and sympathetic to the actual enclosure. You feel it's authentic, and you have the sense that it's not an assembly of a whole bag of different components: it's a single, clear product.

Ive said that one of Apple's goals with the iPad was to create a sense that the product is not oriented in a specific way. The new iPad Pro, says Ive, doesn't have an orientation because there's no Home button, speakers are all around the device, and Face ID works in landscape and portrait modes.

The simple flat edge of the iPad Pro is also an achievement, something Apple was able to implement when the engineering teams were able to pare down the thickness of the iPad Pro. Ive says Apple couldn't have attempted a straightforward edge detail like that when the products weren't as thin.

These seemingly simple changes are "the most difficult thing to do." Ive said Apple is most proud of the things that should be there but aren't. "It's an odd thing when you're most proud of those things which aren't there.

As for the second-generation Apple Pencil, the way that it snaps onto the side of the iPad Pro is an example of "a magical feeling." The new Apple Pencil connects to magnets built into the iPad Pro's enclosure, and when connected, it both pairs and charges.

Ive says that designing products like the Apple Pencil that introduce features no one knew they wanted until they debuted is a "fundamental part" of his job. He doesn't work with articulated problems and he says it's rare that new Apple designs come in response to a known problem.

Ive said when changing a well-known and loved product like the iPad, there's a need to not "fall into the trap of just making things different." It's important when changing things not to "make it different, but make it better."

"If you are making changes that are in the service of making something better, then you don't need to convince people to fall in love with it again. Our sense of habit and familiarity with something is so developed, there is always that initial reaction that is more of a comment on something being different rather than necessarily better or worse. In my experience, if we try very hard to make material improvements, people quickly recognise those and make the sort of connection they had before with the product."

Ive's full interview, which goes into more depth about the design decisions made for the iPad Pro, can be read over at The Independent.

Top Rated Comments

(View all)
Avatar
26 months ago

Jony Ive's superpower is hyperbole.

I'm not going to comment on his skill as a designer

but whenever he speaks, holy crap. it's excessive hyperbolic buzzwords out the wazzooo. trying to break down and understand what he says is a nightmare as most of it generally just sounds like "I do good stuff" in fancy wording.

there's so much... fluff when he talks that it distracts from getting any real detail out of him. He's either a master at it, or maybe he's just one of those type whose not great at speaking his mind.

this quote:

If you look at the iPad Pro, though, you can see how the radius, the curve in the corner of the display, is concentric with and sympathetic to the actual enclosure. You feel it's authentic, and you have the sense that it's not an assembly of a whole bag of different components: it's a single, clear product.

Literally means nothing. there's no meaning here. it's roughly translated to "We like the look of rounded corners"

"is concentric Sympathetic to the actual encloser = We rounded the screen to match the case
"You feel it's authentic"... literally means "we think it looks good"
"it's a single clear product" ... means absolutely nothing.
Score: 50 Votes (Like | Disagree)
Avatar
26 months ago
"Ive said when changing a well-known and loved product like the iPad, there's a need to not "fall into the trap of just making things different." It's important when changing things not to "make it different, but make it better."

So, this includes removing the 3.5 mm audio jack? You people have lost it...
Score: 46 Votes (Like | Disagree)
Avatar
26 months ago
I’m just bummed it doesn’t have a notch. I thought it was the future.

Score: 44 Votes (Like | Disagree)
Avatar
26 months ago



Ive said he finds traditional displays with square corners "disappointing" because it turns the display into a distinct component when assembled into a design without square corners.

...says the man who choose to put these displays with square corners into designs without square corners for many years.
Score: 41 Votes (Like | Disagree)
Avatar
26 months ago

If you look at the iPad Pro, though, you can see how the radius, the curve in the corner of the display, is concentric with and sympathetic to the actual enclosure. You feel it's authentic, and you have the sense that it's not an assembly of a whole bag of different components: it's a single, clear product.

If you look at the picture of the iPad on this story, the curve in the corner of the display is a little too sharp to look "concentric with and sympathetic to" the actual enclosure. I don't mean in any way to take away from the new iPad which is a fine looking machine and nothing really to complain about (besides price). I only say this to point out that the bull crap spewing from Sir Jony these days is so copious, you can smell it from across the pond.

And anyway, who talks like that. Every time he opens his mouth, i feel ashamed to let people see I'm using Apple products.
Score: 28 Votes (Like | Disagree)
Avatar
26 months ago

As for the second-generation Apple Pencil, the way that it snaps onto the side of the iPad Pro is an example of "a magical feeling."

I imagine this true. For someone who has never encountered a magnet in their entire life. Jony is a pathetic joke who should never be allowed to speak in public.
Score: 26 Votes (Like | Disagree)

Top Stories

iPhone 12 Pro in Graphite and iPhone 12 in Blue Shown Off in Unboxing Videos

Monday October 19, 2020 8:20 am PDT by
While the iPhone 12 Pro does not launch until Friday, we now have an early unboxing video of the device courtesy of Twitter account DuanRui, providing a closer look at the shiny new flat-edge design and sleek Graphite color option. Ben Geskin re-uploaded the unboxing video to YouTube, which we've embedded below: Geskin has also uploaded an unboxing video of the iPhone 12 in Blue: ...

Kuo: iPhone 12 Pro Demand Higher Than Expected

Sunday October 18, 2020 10:39 pm PDT by
TF International Securities analyst Ming-Chi Kuo released a research note this morning detailing what he's seen with the volume of iPhone 12 and iPhone 12 Pro pre-orders in the first weekend of sales. Kuo had previously indicated that Apple's estimated shipment allocations for the new iPhone models placed the iPhone 12 at the top with 40-45% of inventory allocation (up from 15-20%). However, ...

Apple's New MagSafe Charger and Cases Begin Arriving to Customers

Saturday October 17, 2020 10:10 am PDT by
Apple's new MagSafe charger and cases have begun arriving to some customers earlier than expected, and images of the accessories have started to surface on Twitter. The photos provide a first look at the products in real-world use. As of writing, some MagSafe cases are also available for pickup at select Apple Stores in countries like the United States, Canada, and Germany. Filip...

HomePod Mini Cable is Non-Detachable, Ends With USB-C Connector for Use With Included 20W Power Adapter

Friday October 16, 2020 12:45 pm PDT by
While not detailed in the tech specs, MacRumors can confirm that Apple's new HomePod mini features a non-detachable power cable that ends with a USB-C connector for use with the 20W power adapter included in the box. With the switch to USB-C, the HomePod mini could potentially be powered by a wider range of devices and peripherals, ranging from MacBooks to USB-C battery packs with enough...

Samsung Mocks Apple for Ditching Power Adapters With iPhone 12 Lineup

Thursday October 15, 2020 11:51 am PDT by
Samsung on its social channels is mocking Apple for removing the power adapter from the iPhone 12 lineup and other iPhone models, pointing out the fact that the Samsung Galaxy smartphones continue to ship with a power adapter. "Included with your Galaxy," reads a Samsung Facebook post that features a picture of a power adapter. Apple notably is no longer providing power adapters or...

New Google App Feature Lets You Hum a Song to Search for It

Saturday October 17, 2020 4:05 am PDT by
Google has added a new feature to its Search app that allows you to hum a song that's stuck in your head, and then use the company's machine learning algorithm to try and identify it. In the Google app or using the Google Search widget, tap the mic icon and say "what's this song?" or click the "Search a song" button. Then start humming the tune for 10-15 seconds. When you're done, the...

Brazilian Certifications Suggest iPhone 12 Mini Features 2,227mAh Battery and iPhone 12 Has 2,815mAh Battery

Friday October 16, 2020 1:08 pm PDT by
Apple's iPhone mini has the shortest battery life out of all the iPhones in the iPhone 12 lineup due to its small size, but Apple has not provided public information about the battery's capacity. A regulatory filing from Brazil, however, suggests the iPhone 12 mini has a battery capacity of 2,227mAh. The same regulatory information says the iPhone 12 features a 2,815mAh battery, which is...

iPhone 12 Pro Pre-Orders Already Selling Out With Delivery Times Pushing Into November

Friday October 16, 2020 6:35 am PDT by
Apple today opened pre-orders for the 6.1-inch models of the iPhone 12 and iPhone 12 Pro through its website and the Apple Store app, and estimated delivery times are already slipping into November for select configurations in the United States. Customers ordering a SIM-free/Pacific Blue/128GB version of the iPhone 12 Pro, for example, are already facing an estimated delivery window of...

Hands-On With Apple's MagSafe Charger for iPhone 12

Monday October 19, 2020 11:54 am PDT by
Alongside the new iPhone 12 models, Apple introduced a MagSafe charger that attaches to the back of the iPhones using magnets embedded both in the charger and in the iPhone. It allows for speedier charging and paves the way for a portless iPhone in the future. MagSafe chargers are shipping out and are in some Apple retail locations now, and we picked one up to check it out. Subscribe to the ...

Apple Offering Free AirPods With iPhone 11 Purchase in India as Part of Diwali Celebration

Friday October 16, 2020 12:35 pm PDT by
Apple today launched a new Diwali promotion in India that will see the company providing customers with a set of AirPods with the purchase of any iPhone 11 model. The new iPhone 12 models are not part of the promotion. Apple is offering the standard AirPods With Charging Case free with purchase, but customers can choose to upgrade to the AirPods with Wireless Charging Case or the AirPods Pro....