Like everyone else I too read through 17,000 word profile of Apple Design chief Jony Ive. It’s extensive and well worth your time if you want to get a sense of the scope of Apple’s vision and how they think about design.
What struck me most was the passage below which shows you just how much of a lead Apple has when it comes to it’s intellectual property. It’s not just the idea, it’s not even the physical design of their products, the materials or dimensions. Apple design IP extends to how their products are made, the speed and force with which the tools cut the metal.
“Years ago, you thought you’d fulfilled your responsibility, as a designer, if you could accurately define the form”—in drawings or a model. Now, Ive said, “our deliverable just begins with form.” The data that Apple now sends to a manufacturer include a tool’s tracking path, speed, and appropriate level of lubricant. Ive noted that the studio’s prototyping expertise creates the theoretical risk of beautiful dumb ideas.