Apple's Jony Ive and Craig Federighi Discuss Their Design and Engineering Partnership

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Apr 12, 2001
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While Apple design guru Jony Ive and software engineering chief Craig Federighi were included in a Bloomberg Businessweek cover story published today, much of the focus of that piece was on CEO Tim Cook and his thoughts about Apple and the competition.

Ive and Federighi now get some attention for themselves in an interview with USA Today in which the two discuss their partnership that led to the development of iOS 7.
"When we sat down last November (to work on iOS 7), we understood that people had already become comfortable with touching glass, they didn't need physical buttons, they understood the benefits," says Ive. "So there was an incredible liberty in not having to reference the physical world so literally. We were trying to create an environment that was less specific. It got design out of the way."
Federighi goes on to note that the technological advances over the past few years have finally reached the point where Apple is able to tackle something like iOS 7.
"This is the first post-Retina (Display) UI (user interface), with amazing graphics processing thanks to tremendous GPU (graphics processing unit) power growth, so we had a different set of tools to bring to bear on the problem as compared to seven years ago (when the iPhone first launched)," he says. "Before, the shadowing effect we used was a great way to distract from the limitations of the display. But with a display that's this precise, there's nowhere to hide. So we wanted a clear typography."

Ive jumps in. "Yes, we wanted to defer to the content, and just get out of the way."
The piece also includes a bit of a biography on Ive, discussing how he came to join Apple and the freedom and power he holds at the company. It also reflects on his focus on simplicity, with Ive pointing to the new Touch ID fingerprint scanning system on the iPhone 5s as an example of a feature that is useful but almost invisible in how it functions.

Teasing future products from Apple, Ive notes that he would "love, love, love" to reveal what he and his design team have been working on, but that he would lose his job if he did.

Finally, Ive addresses the topic of competition, noting that his work is driven by Apple's own tastes and those of its customers. He says that he keeps a close eye on what competitors are doing with their designs, but that their work does not influence his designs "at all".

Article Link: Apple's Jony Ive and Craig Federighi Discuss Their Design and Engineering Partnership
 

Mactendo

macrumors 68000
Oct 3, 2012
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Teasing future products from Apple, Ive notes that he would "love, love, love" to reveal what he and his design team have been working on, but that he would lose his job if he did.

Oh, please, reveal then.
 

ChrisTX

macrumors 68030
Dec 30, 2009
2,682
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Texas
I would love to pay a visit to Ive's private lab within Apple. That's where all of the future goodies are! :D
 

Chumburro2U

macrumors 6502
Sep 14, 2009
324
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I Love L.A.
Awesome teamwork

Just like to say that their work has really paid off in iOS 7. I love it so far. Can't wait for the future so that we can all see what Ive's "love, love, love" is all about. :apple:
 

FSMBP

macrumors 68030
Jan 22, 2009
2,521
1,501
Craig is solely responsible for my renewed faith in Apple. The direction iOS 7/Mavericks has gone is both targeted towards simplicity AND giving more features to "power-users".

Even the little things that changed in iOS 7, like new ringtones/sounds & wallpapers, seem like they would have never changed much under older management.
 

Tankmaze

macrumors 68000
Mar 7, 2012
1,656
274
Yes, we wanted to defer to the content, and just get out of the way.
but it's too white Mr. Ive, maybe add a little bit translucency with the white background
 

Treq

macrumors 6502a
Apr 23, 2009
667
585
Santa Monica, CA
A design that's less specific!? Really? I'd rather know specifically where the button is. I'd rather have borders to differentiate between elements. I just don't like "Flat" I guess.
 

hydr

macrumors regular
Feb 25, 2009
226
95
I really do think Apple is working on something very big and refreshing, maybe a whole category of products. Here´s hoping it´s radical and crazy, and that it will take us by a big surprise.
 

psingh01

macrumors 65816
Apr 19, 2004
1,448
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Funny how they've spent all summer talking about how bad skeumorphism is. When I first saw the iOS 7 preview the first thing that came to my mind was if it's so bad why did they add etched glass looking panels all over iOS 7? I don't think it is an improvement over what we already had, just different and in some cases worse because it is harder to see.
 

vmachiel

macrumors 68000
Feb 15, 2011
1,745
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Holland
Craig is solely responsible for my renewed faith in Apple. The direction iOS 7/Mavericks has gone is both targeted towards simplicity AND giving more features to "power-users".

Even the little things that changed in iOS 7, like new ringtones/sounds & wallpapers, seem like they would have never changed much under older management.
And the ultimate bonus: His awesome hair!
 

Mike Oxard

macrumors 6502a
Oct 22, 2009
804
456
Looking at the photo neither of them seem to use an iPad for their notes, they both have paper notebooks.
 

wallinbl

macrumors regular
Jan 11, 2003
112
0
Teasing future products from Apple, Ive notes that he would "love, love, love" to reveal what he and his design team have been working on, but that he would lose his job if he did.

Oh, please, reveal then.
No way in hell he loses his job over something like that.
 

Rogifan

macrumors Core
Nov 14, 2011
21,479
26,742
These guys seem to get along really well. I'm glad Apple is finally allowing more media access to the executive team. Honestly I'm much more interested in what they have to say than what Cook says.
 

Carlanga

macrumors 604
Nov 5, 2009
7,014
1,300
Looking at the photo neither of them seem to use an iPad for their notes, they both have paper notebooks.
The iPad was not design for note taking, if it did we would see a stylus. It's a content delivery system instead.
 

MacFather

macrumors 65816
Mar 16, 2012
1,121
11,916
iOS lost its originality (sceumorphism, Slide to Unlock bar, Cover Flow, unlock sound, etc...)
 

sseaton1971

macrumors 6502
Feb 9, 2012
431
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Teasing future products from Apple, Ive notes that he would "love, love, love" to reveal what he and his design team have been working on, but that he would lose his job if he did.

Oh, please, reveal then.
So, you want Ive to lose his Job? You think that would be good for Apple? :confused:
 
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