Inside Apple's Design Philosophy: Johnny Ive on Innovation, Teamwork, and Product Excellence

Johnny Ive recently visited the London Design Museum, sharing fascinating insights in an exclusive interview. He discussed the intricate process behind creating Apple Watch, the importance of education, how Apple's design team operates, and much more. Here are the most compelling highlights from his conversation.

Revolutionizing Wearable Tech with Apple Watch

The wrist is an ideal place for a new device. We devoted a significant amount of time to developing the Apple Watch, starting with prototypes and then refining it to be smaller, more affordable, better, and more useful. One of the biggest challenges was ensuring individuality—people have diverse tastes, so we introduced an unprecedented variety of models to cater to everyone’s preferences.

Transforming the iPhone Design

Initially, we were dissatisfied with our phones, which fueled our drive to innovate. We believed we could build a superior product. We spent 99% of our time meticulously examining the iPhone’s internals, striving to fit all components without increasing its size or bulkiness.

Building a Cohesive Design Team

Since I took leadership of the design team, no one has left. While this stability is positive, it limits opportunities to bring in new talent, regardless of their expertise. I believe a design team should remain relatively small. Our team consists of about 17 or 18 people, and I see no need to expand it further.

Apple’s Design Philosophy: Striving for Excellence, Not Just Difference

We don’t aim to be different merely for the sake of standing out. I could easily create something completely new and unusual right now, but that’s not the challenge. The real challenge is crafting a great product. If our work doesn’t satisfy us even by 1%, we either stop or push to perfect it.

The Biggest Challenge Designers Face

The toughest part is admitting when a product is failing and needs to be redesigned from scratch. Initially, the fear of wasting large sums of money was daunting. Over time, my team and I became accustomed to this and stopped focusing on costs—though I suspect discussions about money still happen behind my back.

How Design Has Evolved Since My Student Days

The core skills have remained largely the same, but being a designer today is more challenging. Many designers joining Apple lack practical experience. Design schools may teach 3D design for four years, but students often graduate without having created real-world projects.

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