We use Jonathan Ive’s products to help us to eat, drink and sleep, to work, travel, relax, read, listen and watch, to shop, chat, date and have sex. It had not rained properly in California for months but that morning the clouds rolled off the Pacific, turning the Golden Gate Bridge black.
Many of us spend more time with his screens than with our families. For years, Ive’s natural shyness, coupled with the secrecy bordering on paranoia of his employer, Apple, has meant we have known little about the man who shapes the future, with such innovations as the i Mac, the i Pod, the i Phone and the i Pad. Interstate 280 South to Silicon Valley was a river of water, instead of the usual lava streaks of stop-start SUVs.
“Steve and I spent months and months working on a part of a product that, often, nobody would ever see, nor realize was there,” Ive grins.
Apple is notorious for making the insides of its machines look as good as the outside. We did it because we cared, because when you realize how well you can make something, falling short, whether seen or not, feels like failure.” For a man whose products are all called i Something, it’s surprising that “i” is one word Ive scarcely uses.
But last month, he invited me to Cupertino in Silicon Valley where Apple is based, for his first in-depth interview since he became head of design almost 20 years ago. But just after 10AM, an Apple tech-head appeared in an all-white meeting room on the first floor of building 4 of the firm’s antiseptic headquarters with strict instructions to find an Earl Grey tea bag. Thanks for coming,” grins Ive, as he rolls in, picking up his brew.
Ive is the most unremarkable remarkable person you could meet.
He likes the idea of this interview series because he sees himself as more of a maker than a designer. You understand a product if you understand how it’s made,” he says.
“I want to know what things are for, how they work, what they can or should be made of, before I even begin to think what they should look like. There is a resurgence of the idea of craft.” Ive has been a maker ever since he could wield a screwdriver.It helped the two men forge the most creative partnership modern capitalism has seen.In less than two decades, they transformed Apple from a near-bankrupt also-ran into the most valuable corporation on the planet, worth more than 5 billion.Paired with our powerhouse Vibease app, the Vibease remote control vibrator is the missing link that you’ve been looking for. Vibease vibrates in sync with your favorite erotic audiobooks. Imagine listening to Fifty Shades of Grey with a hands-free vibrator that vibrates in perfect sync with erotic audiobooks. Play in bed or getting frisky outside, your hands are free to explore!For John who is in New York to control Amy's vibrator, he has to setup a connection to Amy's phone over the Internet through the Vibease app.