Jony Ive: The man behind Apple’s magic curtain

19 September 2013Apple

Marco della Cava, interviewing Apple executives Jonathan Ive (Senior Vice President, Design) and Craig Federighi (Senior Vice President, Software Engineering) for USA Today:

“I’ve said this before, but simplicity is, well, it goes back to … you’re trying to define the essence of something and come up with a solution that seems utterly inevitable and obvious,” he says. “I think a lot of people see simplicity as the lack of clutter. And that’s not the case at all. True simplicity is, well, you just keep on going and going until you get to the point where you go, ‘Yeah, well, of course.’ Where there’s no rational alternative.”

A case is point is iPhone 5s’s TouchID, a fingerprint scanner embedded in the central and lower home button that instantly reads a print presented to its glass eye at almost any angle. Ive is literally at a loss for words when asked to describe its creation.

“This right here is what I love about Apple, this incredibly sophisticated powerful technology that you’re almost not aware of, it absolutely blows me away,” he says.

A rare interview with the man in charge of designing the latest iPhones and the man he collaborated with to develop iOS 7.

(Via Daring Fireball)