In the last 20 years, there’s no other designer who’s pushed the boundaries of industrial design than Jonathan Ive. His work at Apple has proven that considered design choices are critical to a successful product, as seen by a radical shift in the world toward design-focused first mindset. A few days ago Vanity Fair published the video interview of Jonathan Ive’s talk with Vanity Fair’s EIC Graydon Carter from their recent New Establishment Summit.
The interview is essential in my eyes, with topics covered like worries and joys of being Jony Ive, being a part of a creative team, the birth of a physical object, the seduction of “cool” features, that copying Apple’s designs is theft, and much, much more. My favorite line in the talk is one similar to what he said in the recent Vogue article about him, where he says, “Isn’t that curious? Because if you tasted some food that you didn’t think tasted right, you would assume that the food was wrong. But for some reason, it’s part of the human condition that if we struggle to use something, we assume that the problem resides with us.”