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Apple's Design Master Talked about Designing things unseen and attention to Detail at The New Yorker's Tech Fest

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Apple's design master was interviewed by The New Yorker's David Remnick at their Tech Fest yesterday. Apple's design master is known for the design of iconic products such as the iPhone, the iPad, the iMac and AirPods but he's also known to pay maniacal attention to detail like a terrraced battery design for the MacBook or the design of perfect liquid metal screws with perfect fitting threads; things that the public will never see or even know about.


During yesterday's interview Ive started talking about his passion for detail by stating that "the care that we will put into designing the inside of a product just because it seems like the right thing to do, because materials are precious, and if we are going to be a good responsible custodian of translating them from a raw material to a final product, they should be treated seriously." That's what makes Ive one of the 'Crazy Ones' at Apple.



On the topic of facial recognition for the new iPhone X, Ive talked about the project having been a multi-year project (with many patents covering this) that for 99 percent of the time didn't work. For the vast majority of the development cycle all they had to show for it was failure. So there's an extraordinary process the team went through. Ive added that if you're going to do something new, that means that the reason it hasn't been done before is that there's 55 reasons why it hasn't been done before. And so you have to be so focused and so resolute, and in some ways almost blinkered before finding the solution that you've been searching for. 


It's always interesting to hear from Sir Jonathan Ive when you get the chance and if you want to learn more, you can hear an audio track or read a full transcript of the interview over at AppleInsider or 9to5Mac that presents more photos of Ive on stage.


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