Jony Ive Says Holding Onto Features When There's a 'Better Way' is 'Path That Leads to Failure'

Discussion in ' News Discussion' started by MacRumors, Nov 16, 2017.

  1. MacRumors macrumors bot


    Apr 12, 2001

    After naming the iPhone X as one of the 25 Best Inventions of the Year, TIME sat down for an interview about the smartphone with Apple's design chief Jony Ive and hardware engineering chief Dan Riccio.


    Riccio believes the iPhone X paves the way for the next 10 years of smartphones, given its radical redesign with a nearly edge to edge display, no home button, and advanced cameras for facial recognition and augmented reality.

    "There were these extraordinarily complex problems that needed to be solved," said Ive. "Paying attention to what's happened historically actually helps give you some faith that you are going to find a solution."

    That history includes, in part, Apple removing the headphone jack on the iPhone 7 last year, parting ways with the built-in disc drive on the MacBook Pro after 2012, and ditching the floppy drive on the iMac G3 in 1998.

    "I actually think the path of holding onto features that have been effective, the path of holding onto those whatever the cost, is a path that leads to failure," said Ive. "And in the short term, it's the path that feels less risky and it's the path that feels more secure."

    Ive acknowledged that it's not always easy for Apple to move past a feature or technology when it believes there's a "better way," and it's easy to see his point given the controversy that each change has generated.

    Apple was criticized by a fair number of customers for removing the headphone jack on the iPhone last year, for example, and even competitors like Google and Samsung used it as an opportunity to poke fun at Apple.

    After time, however, many customers usually learn to adapt. Google even removed the headphone jack on the Pixel 2 this year.

    iPhone X is the most expensive iPhone ever, with a starting price of $999 in the United States, which Ive said is the "financial consequence" of "integrating the sheer amount of processing power into such a small device."

    "Our goal is always to provide what we think is the best product possible, not always the lowest cost," added Riccio.

    Despite being expensive, the iPhone X appears to be off to a successful start given sales estimates, and Apple's forecast for an all-time revenue record this quarter. Orders placed today are still backlogged by 2-3 weeks.

    Article Link: Jony Ive Says Holding Onto Features When There's a 'Better Way' is 'Path That Leads to Failure'
  2. macguru212 macrumors 6502


    Apr 17, 2009
    ...Like turning something OFF but it's not really off but on? :)
  3. shareef777 Suspended


    Jul 26, 2005
    Chicago, IL
    Apple PR machine out in full force today. Wonder if the waning sales of the iPhone X are a cause.
  4. Oldfash33 macrumors regular


    Sep 5, 2011
    So is this the device Ive envisioned or does the notch blow it as being a single sheet of glass?
  5. kettle macrumors 65816


    May 12, 2002
    England, Great Britain (Airstrip One)
    Ive rhetoric. iOS7 onward was form before function - intuitive interface was sold to sales and marketing. Does this mean he agrees he was on a path to failure? Is he acknowledging that he needs a Jobs boot up his behind to find the 'better way'?
  6. FSMBP macrumors 68020


    Jan 22, 2009
    Definitely insightful. Still doesn't explain who Apple isn't removing HDD (very old-dated tech) and replacing them with SSD for all their Macs. It's like they only remove features that ultimately benefit them.
  7. keysofanxiety macrumors G3


    Nov 23, 2011
  8. Labeno macrumors 6502


    Jul 21, 2008
    Otherwise we’d still be watching black and white tube television and using floppy drives
  9. c0ppo macrumors 65816


    Feb 11, 2013
    So, they don't want to play it safe? Well, I agree with that.
    How about giving us a redesigned and completely revamped iOS? Just a simple fix so we don't have to look at grid of endless icons would suffice. But then again, that wouldn't be playing it safe now, would it? :)
  10. tkermit macrumors 68040


    Feb 20, 2004
  11. s15119 macrumors 68000


    Nov 20, 2010
    Who told you there were "waning" sales? Why did you believe them?
  12. PortableLover macrumors 6502a

    Apr 14, 2012
    Remember Mac Pro 2013? Smaller, no PCIE slots? PCIE slots are much more effective then using TB2 for expandability.
  13. redheeler macrumors 604


    Oct 17, 2014
    Apple removes nearly all ubiquitous ports from a $2K+ MacBook Pro, replaces them with a new standard available only on a tiny percentage of peripherals, and doesn't even bother to put an $8 adapter in the box.

    Yes, out with the old and in with the new, but that's taking it way too far.
  14. palmerc2 macrumors 68000


    Feb 29, 2008
    Los Angeles
    I still can’t wrap my head around how the notch is a wise design choice.

    I know I know, you get used to it after a couple days. Doesn’t change the fact it’s ugly as hell. Adding a small bezel along the top that’s half the height of current notch to house the new tech would’ve been better.

    Also, I can only imagine the amount of seething remarks people on this site would make if the new Google pixel had a notch on their screen. They’d be in full force mocking it. But since it’s Apple, they can do no wrong.
  15. kettle macrumors 65816


    May 12, 2002
    England, Great Britain (Airstrip One)
    "Wonder if waning sales of the iPhone X are a cause." - is removing 'the' better?
  16. rishic89 macrumors member


    Nov 9, 2017
    But I need removable battery, physical keyboard, SD card slot, FLASH PLAYER! styluses and random sh*@ I don't use /s
  17. s15119 macrumors 68000


    Nov 20, 2010
    Excellent to see Apple getting the credit they deserve for the amazing products they create. I have a house full of Apple gadgets and I enjoy using each and every one of them.
  18. SeattleMoose macrumors 68000

    Jul 17, 2009
    Der Wald
    I would argue "better way" is highly subjective (e.g. - phone with headphone jack removed)
  19. tgwaste macrumors 6502a


    Sep 18, 2013
    Dear Johnny,
    I hate face ID. It fails at least 30% of the time even after many re-trains. The truth is this:

    You needed an edge-to-edge display because the Android guys were killing in there and you couldn't figure out how to get touch ID under the display so you gave us this other garbage instead.

    Dont get me wrong, I love the iPhone X. I have no problem what-so-ever with the notch, but face ID is pure (provenly insecure) crap.
  20. StevieD100 macrumors 6502a


    Jan 18, 2014
    Living Dangerously in Retirement
    I feel that for many of us, what we have with the iPhone 7 or 8 is all we want from a device.
    There are features in the iPhone X that I will never use. My fear is that list will grow ever longer and that alone will make people like me think longer and harder about parting with money for a device that we may well only use a small part of.
  21. keysofanxiety macrumors G3


    Nov 23, 2011
    Not really, because asking ‘source’ roughly means: “can you back up your statement with facts, not musings pulled from your backside”.
  22. MrGuder macrumors 68030

    Nov 30, 2012
    Would still selling spinning hard drives in your pc's considered "a path that leads to failure "
  23. d5aqoëp macrumors 65816


    Feb 9, 2016
    The “Failure” he referes to is the failure to extract more money from Apple fans.

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390 November 16, 2017