How the iPhone almost didn’t happen: Jony Ive talks design, drive, and curiosity


"I was thinking about the small user interface of the project that we started working in 2002-2003 - a particularly striking example of how partial thinking can develop to support more ideas and more products," says Sir Jonathan Ive, chief design officer at Apple during the collection of Stephen Hawking scholarship this year.

I was at Cambridge Union to win the award, which was in the second year, and Pocket-lint was one of the two present presses and heard his grateful speech about how he designed the daily battles, giving a brief insight into the spirit of one of the greatest designers at the world.

The project I'm talking about is making what Apple has finally called multi-touch technology that Apple did not introduce before launching the iPhone in 2007, about five years after the start of Raw Work. Jonathan and his team.

How did iPhone never really happen ...
"Some of you might remember the first use of the interface, maybe it was on one of the first iPhones or later on the iPad, but multi-touch describes the ability to touch and communicate directly with your content to snap or go through the list with your fingers," he says Ive. "Now, I think multi-touch defines not only a new natural and intuitive interface but also the opportunity to create applications with their particular interface. Therefore, not to be general but to be specific, they are described so inherently in the application function We have thought so that applications can make it useful, appealing, and intuitive, so if the potential for a wide range of applications becomes apparent, the idea of ​​the retail app store has become apparent. "

Interestingly, it suggests that Apple had in mind the App Store for its iPhone and iPad products many years before the world saw it. This does not have to be a surprise for a company known for its pedantic and perfectionist approach to most things.

"It's important to remember that the original ideas, of course, are trying," Ive continues. "This is the result of informal, one-off meetings between designers, industrial designers, and site designers. It is interesting that the nature and concepts of these early ideas share many of the features from other ideas from other projects over the last two decades. The Fundamental Ideas have not Responded to a Certain or Afflicted Problem None of us did not seek to solve the problem They were not a technological opportunity ... The technology of support, Enabling Technology has been going on for years to catch up, and I have to say that ideas were problems and challenged, but in that process, we almost overturned. "



By leaving a bit of anxious idea that Apple might have left something as important as I do not know, iPhone, it's interesting to see this desire to solve a problem that may not even be perceived as something that drives Ive's daily work. Ashe says:



"One of the things that motivate me and I think it has had a major impact on my thinking about the process is trying to understand the nature of the ideas better I think the understanding of their nature certainly influences how I act, act and respond to them. So I mean almost by definition, If they are resolved, if they are robust, they would no longer have the idea, they will deliver the products, the final album, the completed building. "I'm sure why, but I think I've always enjoyed immense pleasure when the weakest thought is often taken out of the loudest voice, develops into significant and significant products. "

To help him in his journey, the British designer said that, to help him, he found it useful to go back to previous projects and programs, "carefully and carefully remember how the first ideas and ideas came to evolve, often when they did not develop. "

With multi-touch, the five-year project has resulted in many prototypes. Ive and his team tried to understand not only the idea they had but the solution they were trying to provide:

"The real value of the idea, at first, was quite vague, it was nebulous, and it was very difficult to articulate." We did prototypes, and the prototypes described problems rather than occasions. "Prototypes and actions The resolution of the technology was extremely rudimentary but designed are to explore that idea, not to justify it.

"These ideas were not vulnerable or fragile for two or three months, but they have been fragile for years, and over the years we have become particularly vulnerable to what can endanger the vital element, and can damage the fragile idea."

The risk of failure
But when you start expanding your ideas to a broader audience as a project team, you can risk failure:

"Now, given the complex and integrated nature of our products, it is important to have a close collaboration between a large number of people with different skills - I mean, I must say, without a doubt, working closely with more professionals from different areas. A big group challenge, but opinions are often confused with ideas. Opinions expressed in large groups often focus on what is measurable, tangible and easy to evaluate and communicate, which is why they are obsessed with size and weight, speed, capacity, schedule or price outdated ".

Ive continued to add:

"We are talking about it because it's easy to talk, not because it's important. And in larger groups it's much harder to talk about attributes or issues where these Absolute Prerequisites are not a quick and easy link which can mean focusing on the problem because Problems are known, quantitative and understandable, making discussion much easier and more comfortable - problems, not ideas that are partial, experimental and unproven.

"So if you are not actively working on suspending disbelief, if you are not actively working to focus on ideas, it is difficult to keep up the momentum and belief that it will continue." That is why I feel so strong that critics or thinking in the absence of a real idea can be so detrimental to progress. "



Almost 30 years later, I've not yet been ready to use their design tools. Far from it, it seems:

"Even though it's been happening for a long time, I've been working in Apple for nearly 30 years; I'm completely astonished, totally astonished by the creative process, I love unpredictability, and I like the surprise. The whole process is incredibly scary and so uncertain. But I like it on Monday; there is no idea that there is no talk, the room is silent, no There are no drawings, prototypes are the way of the future, Monday there is nothing but Wednesday there is one. Even if it is partial or approximate, the problem is to know what is Wednesday, unpredictable, obsessed with the process, we paid special attention to the past, hoping to understand better and discover new ways to have productive ideas. "

Be curious, curious and open
For Ivo, who has been working in Apple since 1992, it is a constant unpredictability and a love of surprises that are the foundation of a company's success. Why? Because she is proud of being curious, curious and open.

What's next for the Apple iPhone?
"Of course, the foundation of any creative entrepreneurship is curiosity, having that sincere surprise and learning experience, asking questions and thinking that it is long-curious, curious, open, a diverse group that provides effective co-operation I am genuinely convinced that a common vision and common purpose are not enough but when we really look at the problem, it's a chance to learn together and discover something together. We know that learning a community is powerful: it is food and supports a momentum that promotes knowledge and acceptance of challenges associated with performing difficult tasks. Motivation and desire to learn can do something new a little less frightening. "

Stephen Hawking, the benefactor of the first-year honors, had to spell Ive's thoughts, perhaps modestly: "Be curious and do not give up."

Creation process
So, did this way of thinking help both Ivy and his team? I think that:

"I spend my time in Apple, I think, at this curiosity of meeting between art and technology, whereas a designer we start to develop fragile thoughts with almost craftsmanship of product ideas, theoretical, conceptual, production and engineering absolutes, and I think this rather unusual the combination not only defines what I do but who I am, I definitely go on learning about the design process, the creative process. "

But maybe I agreed with the words of another Apple employee, his former boss, friend, and the man who founded the company, late Steve Jobs.

"There are many ways to be a person, people express their deep gratitude in different ways, but I think one of the ways people express their gratitude to the rest of mankind is to create something wonderful and to spread, never knowing people, never being handled with them, you never hear your story or talk about your story, but in one way or the other, when you create something with great care and love, something is transmitted, the rest of our kind is the deepest gratitude. "

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