Apple’s Vice President of Design, Jony Ive, has given a rare interview, offering a small glimpse into the world of Apple and how its products are made. He provides insight into where the inspiration comes from for new products and how his obsession with detail impacts on projects.

Once Ive has come up with a new product, the next process is to design the look, with inspiration being taken from anything from metalworkers in Japan, to candy manufacturers. It is at this point that the project becomes a labour of love for Ive. Just on the iMac stand alone, “months and months and months” were spent making sure it was absolutely perfect. “When you realize how well you can make something, falling short, whether seen or not, feels like failure,” he says.

Jony Ive

A key point for Ive is not just one specific Apple product but rather that customers may not be driven by price alone. He explains that life-changing products, that have never before been attempted, are expensive. “We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care – just like the people who make them.” But for Apple the focus is always delivering a premium product. “We don’t take so long, and make the way we make, for fiscal reasons,” says Ive. “It’s not just about aesthetics… Our success is a victory for purity, integrity – for giving a damn.”

In relation to all the Apple copycats out there, Ive was clear on his views – “It’s theft. What’s copied isn’t just a design, it’s thousands and thousands of hours of struggle… It takes years of investment, years of pain.”

The full interview can be seen online now through

[Image via TechnoBuffalo]