While the article focuses, perhaps unsurprisingly, on his links to Britain — his design education, how London’s a vibrant city and so on — and runs over the now-familiar details of his career, there are a few choice quotes where he explains a few things about his sensibility.

In particular, he mentions how Apple tries hard to make its customers feel that the products and services have a built-in sense of care. By that he means trying to instill a carefulness and thoughtful philosophy right through the product — and avoid the worry that producing millions of devices would somehow introduce a “godless” quality to the things it makes.

“We try to develop products that seem somehow inevitable. That leave you with the sense that that’s the only possible solution that makes sense.”

“I think subconsciously people are remarkably discerning. I think that they can sense care. I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.”

“One of the concerns was that there would somehow be, inherent with mass production and industrialisation, a godlessness and a lack of care.

“We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.”

The allusion to “godlessness” may seem odd, but I suspect that he hasn’t turned to religion — and is in fact referring to the soullessness of many designed-by-committee, manufactured-by-the-ton products.

Given how rarely Ive steps into the limelight (even now) (he also spoke to London’s Evening Standard a couple of months ago) it’s worth a read: the rest of the interview is here.

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So how can consumer electronics makers avoid merely matching new Apple features or design elements and try to think ahead of the company’s designers? Apple SVP of Industrial Design Jonathan Ive did a rare Q&A with the London Evening Standard about Apple’s iterative design process, how the company dreams up new product ideas, how and when it decides to update devices and why copycat designs often fail:

Q: How does a new product come about at Apple?

A: What I love about the creative process, and this may sound naive, is this idea that one day there is no idea, and no solution, but then the next day there is an idea. Where you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation. But when you make a 3D model, however crude, you bring form to a nebulous idea and everything changes — the entire process shifts. It galvanises and brings focus from a broad group of people. It’s a remarkable process.

Q: What are your goals when setting out to build a new product?

A: Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.

Q: Why has Apple’s competition struggled to do that?

A: Most of our competitors are interested in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.

Head over here to read the rest of the interview.

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No, I’m not kidding. This actually happened. I had a 30-second “interview” with Jonathan Ive.

On the way out of the Moscone Center this morning, as streams of people are leaving to get some fresh air and digest all of the announcements from the WWDC 2009 keynote address, I see a familiar face walking towards me. It’s Jonathan Ive. I can’t believe it. This guy is design royalty.

But I’m from Los Angeles: We’re not afraid to approach the rich and famous in my city. Heck, I produce theater with lots of famous actors and comedians, so I often have to work with known personalities. This was a rare opportunity and certainly not a time for sudden shyness, so I approached the master designer and introduced myself.

The following is an exact transcript of what transpired.

Me: Jonathan…?
Jonathan: [Turns, sees I'm no one he knows] Yes…?
Me: David Koff. Nice to meet you.
Jonathan: Thank you.
Me: May I snap a photo with you?

[Beat. He pauses, looks around, unsure of what to say, clearly uncomfortable.]

Me: It’s not a big deal. If you’d rather not, it’s quite OK.
Jonathan: Well, there are others here who are also deserving of a photo but I can’t accommodate them as well, so…how about we just shake hands?
Me: That would be lovely. I’m a great fan of your work.
Jonathan: Thank you, that’s very kind.
Me: You’re welcome. Keep up the good work.
Jonathan: [Looking at me like I'm insane] I’ll do that. Thank you.

[He walks off. I wait a moment. I follow, calling after him, running and waving my arms wildly as if in a Seth Rogan romantic comedy...]

Me: Godspeed, Jonathan! I love you! Have my babies…!

OK, well maybe that’s not how I ended the conversation, but everything before that was accurate. Ive is a notoriously private and quiet individual, which is why I was surprised to even see him out and about with the crowd — and which is why I was surprised he even stopped to turn and speak with me.

But that’s your dutiful David Koff, folks. Always willing to find the hard-to-get interviews…even when the interviewee doesn’t know he was scheduled to meet me in the first place.

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Many believe the charismatic leader, who saved Apple from extinction in the 90′s, cannot be replaced. Investors seem to agree. When a hoax news story was posted on a CNN iReport that Steve Jobs had a heart attack, Apple stock fell sharply until it was reported that the story was just a hoax.

Tom Reestman recently argued that Apple would be just fine without Jobs, noting that he has put together a “a crack management team that is executing almost flawlessly.” I agree that Apple’s current senior management team has the experience and creativity to continue producing successful products. But while Apple’s day to day operations would likely run relatively smoothly, their share price would plummet due to speculation and fear.

Some have suggested that Steve Jobs and Apple should name his replacement, much in the way that Bill Gates tapped Ray Ozzie as he planned retirement. Reestman notes that Phil Schiller and Scott Forestall have often assisted Steve Jobs in giving keynotes, but lack the same charisma as Jobs. It has also been suggested that Jonathan Ive, Apple’s Senior VP of Industrial Design, but Ive has traditionally shyed away from the spotlight. He is notoriously private, and some say that even Apple doesn’t know his true birthdate.

It wasn’t until Apple’s recent Special Event that I realized Steve Jobs had already seemingly chosen Ive as his replacement. Jony Ive (Apple profile) was invited on stage to talk to the audience about the manufacturing process and simplification of the new MacBook and MacBook Pro models, and is the star of a new video detailing the manufacturing process.

Jony Ive is already a star at Apple, even if few outisde Cupertino know his name. He’s responsible for designing all of Apple’s flagship products, including the iMac, iPod, MacBook Pro (both models) and the iPhone. Could his recent move to the spotlight be a foreshadowing of things to come?

Few companies’ success is so closely tied to a single leader (whether falsely or not) as Apple. Microsoft didn’t so much as skip a beat after Bill Gates announced retirement. Even though the possibility of Steve Jobs’ retirement is minuscule, Apple’s responsibility is to its shareholders. Steve’s health (and health rumors) are affecting Apple’s share price, and a succession plan might ease that tension.

Does the charismatic Brit have what it takes to replace the iconic Jobs? I’m not sure, but I applaud Apple for taking a step in the right direction. I don’t think anyone can replace Jobs, but I personally feel that Jony Ive is a natural successor to Steve. I certainly hope “The Steve” stays at the helm for another 20 years or more, but it’s nice to know the company will be in good hands no matter what happens.

I look forward to seeing many more Steve & Jony duos in the keynotes to come.

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I wanted Eve to be high-end technology — no expense spared — and I wanted it to be seamless and for the technology to be sort of hidden and subcutaneous. The more I started describing it, the more I realized I was pretty much describing the Apple playbook for design.

The article also states that Ive was secretive about Apple’s goings-on and would not comment on the future of technology designs. If you want to see more, Wall-E opens on June 27th.

[Via Fortune]

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