updated 12:52 pm EDT, Mon March 17, 2014
Core design team up to 15 people
In an interview published in London's Sunday Times, Apple's lead designer, Jonathan Ive, reveals some details of the company's design process, and his opinions on the state of his craft. He explains that he currently heads a team of "about 15" designers from the US, the UK, Japan, Australia, and New Zealand. Most of these people are said to have worked together for 15 to 20 years.
Ive notes that he starts with function over form, and can work on details for months. He also suggests that customers often care more about quality than price. "We're surrounded by anonymous, poorly made objects," he remarks. "It's tempting to think it's because the people who use them don't care - just like the people who make them. But what we've shown is that people do care. It's not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity - for giving a damn."
The designer dodges talk about the iWatch, but is aggressive about rivals to the iPhone, calling their designs "theft." Their makers are appropriating "thousands and thousands of hours of struggle," Ive claims.