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http://www.insanely-great.com/news.php?id=528
Jobs: "We''re Not Just About Design"
By Remy Davison, Insanely Great Mac
June 11th 2002
Jobs, Ive talk Apple design, market share and more.
You might be forgiven for thinking that Steve Jobs and Jonathan Ive were in London
recently to visit the Queen. But you''d be wrong - PC industry royalty and all that
aside.
Tuesday''s London Financial Times, probably the pre-eminent business publication in
the Old Dart, has given Jobs and Ive quite a few column inches.
In town to collect a trophy or two for iDesigning the iPod, Jobs and Ives granted an
interview to the FT. But apparently the Fourth Estate asked all the wrong questions.
"That''s a trite understanding of what happened at Apple," is just one gem from Steve
I (in fairness, the question wasn''t delivered by an Einstein: "Did design save
Apple?" (Yes, that''s right; people pay $1,299 for a plastic jellybean. That''s not
what Steve said, by the way).
The article even says that Steve was asked a "why did Newton fail?" question. His
"Ancient history. Who cares?" response, we feel, is justified.
However, having canvassed the idea that Jobs doesn''t want Apple reduced to a mere
''designer'' PC label, the FT
article goes right on to do that.
What''s clear is that the article is pretty keen to blow the Rule Britannia trumpet
about London-born Ive. We have no problems with that; Ive clearly is a heavyweight in
PC design - in a decidedly thin field - but without dissing his revolutionary approach
to design, it''s just one part of the whole widget. We''re sure Steve would agree.
The more interesting parts of the piece focus on Ive''s description of the design
department - small-group focused; interested in unconventional, more elegant solutions
which embrace simplicity and functionality.
"The new iMac took a long time to design, much longer than usual - it normally takes
eight months to design a new product, but this took two years. Actually, we had some
fairly good ideas early on and found some ideas that people would have liked and which
would have meant that it was developed on schedule, but we just felt that the ideas
weren''t good enough and decided to start again.
As one might expect - especially in the UK, where Mac users are loyal but thin on the
ground - the FT ends on a sceptical note regarding Apple''s market share.
Nevertheless, it''s worth reading for the interview with Ive.
Analysis: Us? We''re just waiting for Jonathan to totally reinvent the PowerBook.
Post your comments at:
http://www.insanely-great.com/news.php?id=528
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