One last question: What’s Apple’s mission?
Ive: This is probably a clumsy definition, but I think we try to make tools for people that enable them to do things they couldn’t without the tool. But we want them to not have to be preoccupied with the tool.
One of the ironies is that, from a design point of view, we feel that we’ve done our job when you finally get to that point and you think, “Well, there couldn’t be a rational alternative.” It appears inevitable. It almost appears like it wasn’t designed. Then we feel like we got it right, which is sort of semi-ironic, as a design team, to not make you feel like it was designed. But that’s what we try to do.
“I’ve always thought there are a number of things that you have achieved at the end of a project,” Jony Ive told me and Brent Schlender in 2014 when we interviewed him for our biography Becoming Steve Jobs. “There’s the object, the actual product itself, and then there’s all that you learned. What you learned is as tangible as the product itself, but much more valuable, because that’s your future.”
"Design is not the act of amazing an audience with the novelty of forms or materials; it is the originality that repeatedly extracts astounding ideas from the crevices of the very commonness of everyday life."
> I'd thought about "form follows function," and even concentrating on designing an experience rather than the aesthetics. But the idea that you should be concerned with not just the product but how the product is understood was enormously powerful for me.
> There is always this sense of guilt when creating an object. It is an act of extreme narcissism to take what is in perfect harmony in nature - beautiful and perfect in itself -and to convince oneself that what it is to become is worth this sacrifice. So, "Why should it exist?" is a question that I ask myself everyday.
"The basis of Udanax hypertext's design is that information is complex, and all information is embedded in a context that gives it meaning. The common misconception is that things are meaningful by themselves, i.e., that a word has an atomic definition or that documents are self-contained bodies of meaning. Instead, meaning requires a topology of relationships. Words and documents gain their full meaning because of their relationships to other words, documents, ideas, and circumstances."