Jony Ive, da un’interessante intervista di Vogue a Jony Ive (appunto) e Mark Newson:
“At Apple we don’t look at the world through predetermined market opportunities. What we’ve done fairly consistently is try to invest tremendous care in the development of our products,” Ive explained. “It’s not so much about things being touched personally – there are many ways to craft something. It’s easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care – that is a false assumption.”
Mi piace questa idea che una cosa prodotta in massa — con una catena di montaggio, da macchine — possa essere ricercata tanto quanto un prodotto “fatto a mano” da un individuo. Ive e Newson considerano le macchine come gli utensili dell’artigiano:
“Machines for us are like tools for the craftsman,” Newson agreed. “We all use something – you can’t drill holes with your fingers. Whether it’s a knife, a needle or a machine, we all need the help of a device.”