Design, Both Unique & Inevitable

Originally published on Extratextuals

The latest interview featuring Jony Ive has him echoing many past sentiments spoken in previous interviews and promotional videos:

“What we designed was a system not a singular product,” Ive told me. It’s also why it was so important for the Apple Watch strap to be easily changeable. I think we found that by being able to change the strap, not just change the color but the design — and the designs change profoundly — that we could start to introduce a new look in combination with different watch faces and user interfaces.”

…but there’s something about this particular phrasing I just love:

“None of us want to wear the same thing.” Ive added: “We strive to design things that are inevitable.”

To design the inevitable has been a growing desire in Ive’s life over the last decade, and I’m interested in what that holds for the future of every one of Apple’s products. The iterating on a previous model to refine, slim, and reduce is of course what Apple does best (with the Magic Trackpad and Keyboard being the latest examples) but there’s a major difference between that process and the creation of new, inevitable designs that meet individual’s custom standards. I’ll be curious to see how the lessons learned in creating the Watch spill over to the rest of their products, including the next iPhone.

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