Tim Cook is part of Steve's vision

BI Chinese station reported on June 18

Apple Design Director Jonathan Ive recently interviewed The New York Times, which is very rare in the history of Apple, Ivey interviewed talked about some of Apple's internal information, including Chief Executive Tim Cook Tim Cook's management style, the company's unveiled new product will use the material and his experience as hardware and software design executives and so on.

The content that we talked about when we interviewed from Ivey summarized the following 9 points:

1, small team is still the key to create a perfect design

Apple is always proud of the industrial design of its products. Ivey said he believes only a small team can create the best design.

Ivey said: "You will always see a lot of small teams working together. Innovative teams are small, specializing in a particular area of ​​these innovative team, one of the basic features is full of curiosity and curiosity Some personal traits and qualities have never changed. "

Ivey said: "In the process of cooperation, we never look at our colleagues by position or organizational structure, which is a kind of atmosphere of freedom and cooperation, not the structural model that conveys the top-down ideas "

2, production and design together

Ivey also talked about Apple's two-pronged design philosophy that combines production with design when developing new products. He said: "Production is not an inevitable process attached to the design."

He said: "This is the traditional way that Jobs left behind, which has deeply embedded in Apple's corporate culture and Apple understands very clearly the relationship between design, development and production. The process is ingeniously integrated. "

3, Tim Cook is part of the long-term plan of Jobs

In the past 15 to 20 years, Ivy has been the soul of Apple products, the company's current chief executive Cook as well. He was included by co-founder Steve Jobs as part of his succession plan.

Ivey said: "Steve Jobs established a set of values, he founded the prejudices and ideas completely inherited, which he and the Apple company with the establishment of a few people, I was fortunate to be one of them, it is entirely by luck But Tim is also part of that team and has been for the past 15 to 20 years.

Cook played a very important role in changing the material of a laptop from plastic to metal. Apple's 1997 PowerBook, the first metal case to be released, set the tone for future notebook designs and expectations, a design that continues into today's MacBook Pro and Air.

Ivey said: "I still clearly remember that when we are still producing plastic laptop material, Steve, Tim and I sit down and discuss, we reached a consensus that we want to produce a Slim and ultra-light laptop. "

4, Apple is testing new materials for new products

Like all technology companies, Apple has been developing new products that are totally different from the previous ones, and many of them may never be released publicly. Although Ivey did not reveal too much detail, he hinted that some of the new products the company is developing will use new materials that Apple has never used before.

Ivey said: "I think I would like to disclose some information about the future of the product, they used the material that we have never used before, so far, these projects have been going on for several years in the development of new Tim and the use of new materials above, Tim played a very important role in promoting.

It is unclear whether Avi's words imply that the market's long-awaited Apple smartwatch will go on the market and use some entirely new material.

5, Ivey leading software design

Ive previously only responsible for the hardware design of Apple products, and now is also responsible for both software and hardware design. He made a lot of changes to the software design, so that the industry inside the latest version of Apple's iPhone and iPad software called "Ivy's iOS 7", but according to Ivy, in fact, no change in the rate of analysts Said so much.

"The user interface is a subset of the software and I only provide some leadership and direction in that regard," he said. "The core innovation team is very small, but very tight, and of course there are some changes but it is possible that Not as big as you think. "

6, focus is the key to success

Ivey said: "One of the valuable lessons I learned from Steve Jobs is focus.What are we focused on? Products!"

Compared with most consumer electronics manufacturers, Apple does not produce many products, especially in the mobile space. Now Apple has only 4 products in the mobile device field: iPhone 5S, iPhone 5C, iPad Air and iPad mini; and other vendors such as Samsung have more than 10 products in the field of mobile devices.

Ivey explained: "The real reason you enter the studio is to try your best to develop the best products. That's all. Everything else is unimportant."

7, as a manager of Cook

Jobs died in 2011, Cook took over the handsome Apple print. He is best at supply chain management, so some people think Apple's corporate culture may change with it. Jobs is known for his focus on detail and managing the company with the best of luck. According to Ivey, Cook performed a similar discipline.

Ivey said: "We meet an average of three times a week, sometimes at Cook's office, sometimes at the design studio."

He said: "After 20 years of working with Cook, what I most admire him is that he would choose to silently try to understand his perception of something, and he is very patient and not in a hurry. This is an indication of the importance of knowing that. "

8, patience is Apple's efforts to maintain the virtues

On the face of it, Apple showed a cool, very calm, calm appearance, it is only released at the right time ready products. But Apple is not so quiet inside, confidentiality is a huge challenge.

Ivey said: "It's hard for all of us to have patience, which is hard for Steve Jobs and for Tim, and at any point in the development of the product, focus on the product, always Hard to do. "

9, Apple is still without fear of challenge

Apple has previously released many products that analysts were not initially bullish on, and analysts claim that those products are not new at all. Ivey got used to it.

"To be honest, I do not think things have changed, and people feel that way as we developed the iPhone, and the industry generally does not like the iPhone, so is the iPod, which iPads might see as an enlarged version iPod. "

Ivey is also happy to meet the challenge of promoting the border, he is not afraid of failure, at least in the development of new products is the case.

Ivey said: "When developing new products, you often encounter some insurmountable obstacles.Of course, you may have to make a phone call, and sometimes you may have to admit that" we have tried our best, we are against the laws of physics, The latter is something we can not change. "

He concluded: "The benefit of hindsight is that we only talk about really useful things." (Lin Jingdong)