Lo sostengono in molti, specie da quando è arrivata la promozione a Chief Design Officer e, negli ultimi giorni, a causa del libro — visto come il suo canto del cigno, il suo saluto a Apple con una retrospettiva di quanto fatto negli ultimi vent’anni.
Io la penso[1. Be’, spero, soprattutto, che abbia ragione] come John Gruber:
I’ll argue the other side: the existence of this book — not just what the book is about, but the extraordinary effort that went into creating and printing it — is evidence that Jony Ive is wholly in charge of product at Apple. Perhaps every bit as much as Steve Jobs was. If Jony Ive wants to make a $300 book of super-high-end product photography, Apple makes that book. (See also: last year’s $20,000 gold Apple Watches.)
Maybe it’s just wishful thinking on my part, because I don’t want Ive to leave Apple. Confirmation bias can lead one to see what one wants to see. But if I had to bet, I’d bet he’s not going anywhere. Fundamentally I think Jony Ive loves Apple, feels a responsibility to the legacy of his collaboration with Steve Jobs, and that whatever aspirations he has for the remainder of his career, personally, they’re only possible at Apple. I think if you want to argue that Ive is one step out the door at Apple, you also have to argue that he’s one step out the door of being a designer. That doesn’t sound right to me.
The biggest challenge for us was the fact that our focus and preoccupation is always on the future. So that tends to exclude much time to look back at the work we have previously done. Sometimes if we are struggling with a particular issue then that gives us reason to go back and look at the way we have solved problems in the past. But because we’ve been so consumed by our current and future work we came to realise we didn’t have a catalogue of the physical products. So about eight years ago we felt an obligation to address this and build an objective archive. Many of the products that you see, we actually had to go out and purchase [laughs]. It’s a rather shameful admission, but it’s just not an area that we really invested much time or energy in, so we started to build an archive of the physical products.
“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.”