I can’t draw, hate focus groups, love prototypes
Apple’s senior vice president of industrial design Jonathan Ive partially lifted the veil on the secretive machinations of the Apple design process at a special “Innovation Night” event held at London’s Royal College of Arts (RCA).
Ive is due to receive an honorary doctorate from the RCA tomorrow. Ive was interviewed on stage by outgoing RCA rector Professor Sir Christopher Frayling.
“I can’t imagine designing without making [physical products],” Ive told the assembled horde of 700 UK design gurus.
“I love making prototypes. We go right from idea to prototypes. I just love making objects.
“Prototypes create this dramatic shift in the conversation – suddenly it becomes tangible and the silence goes away.”
Ive explained why Apple limits its product range: “When you do everything to make the very best product, it also means your very focused on just a few products.”
Ive admitted that his drawing skills are “terrible”: “And I’m a lousy presenter. So I focus on designing instead,” he joked.