critical in the creative process and advocated risk taking and a conscious acceptance of the notion that designers may not “know it all.”
“[Jony] graduated in this period where there was a lot of over-design. Objects did not impart any of their owner’s personality. They were brands. And so designers wanted to become cooler, calmer, more reflective, and return to a sense of functionalism and utilitarianism.”
“The idea was to develop new form factors, new levels of expression and strategies for handling new technology without the pressure of a deadline,”
“This one was really hard,” he said. He began telling me how keeping things simple was the overall design philosophy for the machine. “We wanted to get rid of anything other than what was absolutely essential, but you don’t see that effort.
“We kept going back to the beginning again and again. Do we need that part? Can we get it to perform the function of the other four parts? It became an exercise to reduce and reduce, but it makes it easier to build and easier for people to work with.”
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