Lab1

Jonathan Ives, a british designer who was appointed by Apple Inc. in 2005 as their Senior vice president for industrial design. He has been one of the reasons behind Apple’s comeback in the 1990’s. Some of the products that lead to his fame as a designer are the ipod, iMac and the iPhone. Ives theory behind design is that there should be a connection between the design and the usability of the device. The design should not interfere with the working(usability/features) of the device and it should appeal to the world at the same time. Jonathan believes that the design and the looks of the product are the most important features that need to be looked upon because that is what pulls the consumers initially. The basic rules that Ives and his team have held on to achieve their goal are simplicity, ease of use, accessibility, practicality, elegant looks and quality. Jonathan Ive’s theory of “undesign” `is putting all the above mentioned qualities into one user-friendly device. He believes that if a certain product is designed a specific way which is based on reasoning then that is ‘meant to be’ and not just designed that way. Every part of the product is made with such materials, in a certain way and connected together in such an order that it performs in the best possible way and gives its users such an experience that they cannot imagine of it getting any better.
 * __Review the Tutorial 1 movies, and describe Jonathan Ives and his theory of 'undesign' in relation to his work at Macintosh.__**