17.11.2016 13:14 Uhr, Quelle: 9to5Mac

Jony Ive says his team looks forward, not back, but felt obligated to create design book

With Apple’s $199/$299 Designed by Apple in California photo book having received mixed reactions, Jony Ive told Dazed that the company didn’t necessarily actively want to create the book, but felt obligated to do so. This follows an earlier interview with a Japanese design website. We started the project about eight years ago, with the feeling that we had a responsibility to try and create an archive of what we’ve done. Honestly, it felt more of an obligation than something that we felt really compelled to do. The reason for that, and I guess it’s a fairly obvious one, is that as designers, we are far more interested in and consumed by the future; in what doesn’t exist yet. But we’ve been working together for 20, 25 years, and it felt like the right and appropriate thing to do. You get a sense of what we’ve learned as a team and of how technology is evolving. He also said that there were times when the design team really felt that the iPho

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