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06-17-2014, 12:51 AM #1
Jony Ive Hints at New Materials which are to be Used in Upcoming Products
In a recent interview with the New York Times, Apple SVP of Design Jony Ive said Apple has been working to incorporate all new materials in future products. This suggests both new form factors and the possible introduction of long-awaited LiquidMetal and sapphire parts.
In a somewhat truncated Q&A, only four questions were asked, Ive covered topics discussed in previous sit-downs including Cook’s performance at the helm and the legacy of cofounder Steve Jobs. As what amounts to an aside, Ive let loose that he and his team have been working “for years” on using totally new materials for future products. According to Ive:
I would love to talk about future stuff - they're materials we haven't worked in before. I've been working on this stuff for a few years now. Tim is fundamentally involved in pushing into these new areas and into these materials.
There was a whole range of challenges from an engineering point of view: How it worked in a new material, titanium. That meant we had to completely redesign and discover new partners to work with, hire a whole new organization.
In addition to the new product tease, Ive discussed focusing on the product, a tenet many Apple executive tout as being built in to the company’s DNA. He said the following regarding the matter:
I wish I could do a better job in communicating this truth here, which is when you really are focused on the product, that's not a platitude. When that truly is your reason for coming into the studio, is just to try to make the very best product you can, when that is exclusive of everything else, it's remarkable how insignificant or unimportant a lot of other stuff becomes. Titles or organizational structures, that's not the lens through which we see our peers.