Apple product design changed to pragmatic since Jony Ive left

Bloomberg believes that after the departure of chief designer Ive, Apple products tend to be more about functional diversity than impressive appearance.

The Apple of today would not exist without Jony Ive. He is the creator behind the looks of the iMac, iPod, iPad and, most significantly, the iPhone. Thanks to this "chief designer", Apple's design-based approach to product development has been considered pioneering in the industry. But, there is always an unbreakable contradiction, between form and function: Should the looks of a device take precedence over its ease of use?

Many people have the feeling that, without the influence of the late Steve Jobs, perhaps Jony Ive would have prioritized aesthetics in Apple products more. And the proof is that since he stepped down from the position of chief designer at the end of 2019, Apple seems to have returned to the familiar path that device manufacturers have long favored, which is to focus on functions, from iPhone to Apple TV to Macbook.

Jony Ive.
Jony Ive.

The announcement of the new line of Macbook Pro laptops on Monday also provides further evidence of this change. The minimalist design style of Jony Ive 5 years ago with this product line has been dropped. Gone are the so-called "butterfly keyboards", which made the device thinner but made the user experience difficult. Say goodbye to the Touch Bar, an ultra-responsive stripe that runs along the top of the keyboard that can momentarily bring up functions for web browsing and tools for music apps. Meanwhile, a series of ports such as HDMI, SD card slot and MagSafe charger have been recalled.

Perhaps none of the above will happen under Jony Ive, but Evans Hankey, who now heads Apple's industrial design team, has given his nod to these decisions and tweaks, indicating a shift in philosophy. corporate design manager.

Looking back at the iPhone, the latest versions have eliminated the curved edges, which can make the screen more susceptible to cracking if dropped or bumped. Or the Apple TV remote, whose previous symmetrical design made it visually appealing, but also caused users to accidentally press the wrong buttons by holding it upside down, has also been revised. in May.

The design of the new MacBook Pro integrates more ports.
The design of the new MacBook Pro integrates more ports.

"Since Jony Ive's departure, there has been no force of gravity that has driven aesthetics over functionality," says Paul Found, lecturer in industrial design at the College of Creative Arts in Canterbury, UK. determined. "The takeovers are now listening to what customers have to say."

Apple has long maintained a bigotry when it comes to design. This was once considered a company secret. It brings success, brand positioning and always attracts attention. But its corollary is that this is also often seen as a disregard for the consumer's wishes.

Now, as the business direction is gradually changing, Tim Cook and Apple's design team have chosen not to lose professional clients - architects, musicians, filmmakers - only. for reasons like not being able to plug the laptop into an external monitor. And it is these professional users who can afford to pay for flagship devices, allowing Apple to drive more profits.

Dieter Rams, a significant influence on Jony Ive, compiled 10 principles for so-called "Good Design". The third factor he mentioned, which also seems to have haunted Ive, is: "Good design is aesthetic".

As for Apple today, it seems to value more than two bullet points 2 and 4. They are "Good design makes a product useful" and "Good design makes a product easy to understand".

Google Tech News - Bloomberg

Post a Comment

Previous Post Next Post