Well, I have nothing to say about Mr Ive's designs but I admire this man for he always looks cool with that hairstyle, the calm expression and big biceps.
There are all sorts of industries that require milled aluminum parts that are far more intricate than a fucking case for a laptop computer. This guy needs to stop patting himself on the back for the supposed genius of the process of milling that any contract CNC milling shop knows how to do.
@bjohnson55555 any milling shop can do so, which is why so many companies have been able to design/build anything that event comes CLOSE to a Unibody Mac right? Such ignorance
@ternaard1991 Pft, if only it were 999 dollars. They've basically done 1 on 1 "conversions" for the prices, meaning that 999 dollars would be 999 euros over here. Convert that amount back to dollars, and you'll find out that we're paying actually paying about 1500 dollars for the same product. If only it was 999 dollars.
Wow, so many negative comments I just realized, I'm surprised, he is one of my biggest heroes at this point in my life. It's so innovative and advanced.. don't tear about things just because you don't understand them. It further proves your ignorance. This is art of design... I'm not sure how much I can explain it more...
The amount of unbelievable ignorance in the comments is a bit annoying, because sometimes you feel like you just want to set these idiots thinking straight. But, this is people were talking about, especially on YouTube....where people seem to lack any sense of reason, rationale, or intelligence.
@KaimanaC I think you mistake design for "looks." To me, Apple shows so much care in the entire product of their computers, down to the very INSIDES itself - where NO ONE looks.
I'm glad I saw this. It totally demystifies the "unibody" mystique for me. IT's all about the manufacturing process -- there is no real user benefit at all. Which is great news 'cause i don't own a unibody mac. And now I'm okay with that. Thank you, Mr. Ive.
It's so easy to join the bandwagon and sound smart praising Apple because of their tremendous success in the market, but if one looks at their products critically, one would realize there is so so much more to the man-machine interface than the frankly - _small_ - things they've done so far, it's just that they're the first company to realize (and *prove* via their success) how important design principles are to the user experience.
It is not that Apple is the only company taking "design" seriously. It is that Apple is the one company that has the chops needed to apply design all the way from the product's look to the precise way it operates. Even then, Apple gets far from everything right, which shows just how incredibly difficult true design is rather than just snobbish posturing.
I think Apple's achievements are just the start and should merely serve as inspiration and show the way for other to do better than them.
@Raymint I wish there were more 'genuine' videos of him; the Channel 4 interview is a bit sinister and his appearances in Apple product launch videos have become a bit 'samey' over the last couple of years, obviously because the videos are there to sell the products!
I'd like to see more interviews that suggest he really is the all-powerful design god that some people want him to be!
@Raymint I understand why Apple makes its videos the way it does, and they do look great, much better than the early noughties ones, in terms of that feeling of 'perfection', but it does leave you wondering, 'what are they not showing us?'
That said, the current MS Office 'Make it great' campaign in the UK is weird - one woman has to make a presentation in order to convince her partner to take her on holiday. That's applying software solutions to personal life the wrong way!
It makes a difference, seeing bright creative people engaged with the serious capabilities of new technologies. They give a wonderful and quite important face to Apple. Look at the competition: usually boring, MBA types, not creative, not inspired, focused on the next buck rather than the next inspiration and more Wall Street than Silicon Valley.
The 10 principles by dieter rams of a good design is present in apple products. Just so awesome! They're not just designing their products but also designing the experiences of a person using their product.Truly remarkable!!!
i love apple stuff...the fist time a saw the new macbook pro i studied the light he showed in the video and wondered how it was done...must just be a designers eye for detail
@factionxvt408x Yes, I suppose you're right - he hasn't a clue... unlike you. You'd better go to California and tell him he should resign, as you are taking over. LOL.
I live in Santa Clara California, and drive by apple's hq in cupertino on homestead street 4 days a week on on my way to college. You think I live in a farm in the midwest or something?
@factionxvt408x "This guy?". Are you referring to Jonathan Ive, Senior Vice President of Industrial Design at Apple Inc. ? Are you saying that "this guy", of all people "doesn't know what he's talking about" when he's talking about industrial design? Oh boy! ...
@factionxvt408x Yeah bud, you do the machine work, not the design work. What you do is put the metal in and turn on the machine. What Jon does is figure out the component configuration, tectonics, joinery, stylizing, and create the best personal experience for a product WHILE WORKING WITH resource usage, manufacturing process and cost, final product cost, weight, strength, sustainability, technological implications, packaging, and a slew of other major concerns. Not so easy now, is it?
You know what? I got a lot of bad comments from a lot of people asking a perfectly reasonable question. It is not like I am totally oblivious about the nature of his work because I do the same thing. When I first watched this video, I had no idea that this guy was with apple that long, but even so, there is something weird about trying to figure out a way to put a piece of 1060 onto a milling machine. In ME workholding is left for the machinist to decide. We just design.
wtf. I'm only freakin 20. I did machining and am finishing solid/pro.e at the same community college steve jobs went to. Forget it man. You can just suck this guy's dick and while never understanding what he's talking about. But since you got me all figured out then maybe I should ask you.
Why would it take so long for a person to figure out how to fix a piece of metal into a milling machine?
@factionxvt408x He was talking about the process of talking a drawing or a concept model of a product and turning it into a real, functioning, mass producible product. NOT about how you hold the metal in one place.
If you weren't so fucking braindead you would have been able to pick that up yourself. Not standing there like Commander motherfucking Data trying to grasp a metaphor.
@factionxvt408x In ME workholding is left for the machinist to decide. We just design.
holy shit, stfu. today design mean everything, not just sitting your ass at rhinoceros. you must follow the project even after a customer bought it. design went from 2d to 5d, welcome to 2006
@factionxvt408x He's sitting in Apple's design facilities in Cupertino. Those machines behind him are prototyping machines. The fixtures and process he's referring to are in the context of the assembly line. Ironically, FoxConn ended up buying prototyping machines for mass production of some of Apple's iOS devices.
@factionxvt408x He's sitting in Apple's design facilities in Cupertino. Those machines behind him are prototyping machines. The fixtures and process he's referring to are in the context of the assembly line. Ironically, FoxConn ended up buying prototyping machines for mass production of some of Apple's iOS devices.
But saying the world's top industrial designer is clueless is rather funny.
@factionxvt408x Maybe because they wanted to try to make it one piece without compromising the structural integrity. I mean have you seen one of those thing get run over by a truck. It was all bent up, but the thing still worked. All they had to do was plug in a separate display. I also read a story where a man in a major plane crash where 9 people died has his macbook slightly bent thanks to the unibody construction. Even half of the display still worked.
.....Do you know what "fixtures" are? They are the clamps and vises that hold the piece of metal in place before it would be cut by the CNC machine. Of course a "unibody" would be one piece.
@factionxvt408x Search the work fixture in the dictionary. The word fixture also has more than 1 meaning. It also means something usually permanently attached to an object. Like fixtures for the screws that are holding the macbook in place. It doesn't only mean fixtures in a cnc machine.
@factionxvt408x because it is straightforward to say OK that is where the qwerty keys will go, that's where the speaker holes will go, thats where the track pad will go. They are the basic essentials of many laptops. It is a totally different story with the fixtures. Part of the beauty of mac products are their clean lines and lack of conspicuous external screws and so on. That takes a lot of skill to organise the internal architecture.
@factionxvt408x Just letting you know that he says "we end up spending a lot of time designing fixtures..." not "more time designing fixtures...". Then he goes on to say that object wasn't designing the physical thing, it's figuring out process... which makes sense.
@factionxvt408x Just letting you know that he says "we end up spending a lot of time designing fixtures..." not "more time designing fixtures...". Then he goes on to say that when it comes to designing objects and products, in many ways its not about designing the physical thing, it's figuring out process... which makes sense.
I'm sorry but I find this a little disturbing. Did Jonathan Ive come up with the way this housing is manufactured or was it the Apple Engineering Dept. that figured out how to produce his design?
@SuperThx1138 His job is to innovate and lead the design team at Apple to produce the best products possible for the end users. He never says "I" he says "we" he doesn't take credit for designing Apple products he merely is a part of it.
@CheeseLoverBob, no, you're right, but I dunno, it just seems like these people are in a daydream, and so many of us ARE in a daydream, that when we need to wake up, no-one will know what to do.
So you say that every thing that made is in china is bad?
So i hope that your fireworks will explode in front of you but the thing is... The people there are cheap it produces there cheap and the things are cheap. and it is just made out of a country with chinese people SO WHAT???
i never said that making things in china was bad. they only take advantage of the people there by paying them really bad wages so we can enjoy our products cheap. thats all.
Notice that 2 out of the 3 people on that shot are holding it with their left hands. Seems more likely that the majority would be holding it with their right hands, no? ;)
I think the point Ive is making is that there are allot of products that have certain indicators on them, such as notebook, that serve a minor purpose but always take a somewhat prominent role in teh design. Such as stand-by indicators. A great example of his design philosophy is when you look most Mac's. Their stand-by indicator is build behind a small layer in the computers housing, so that it's only visible when it's supposed to indicate the computer is on stand-by.
MacBook Pro is my work, school, projects, movies, photos and music machine, while Alienware is my gaming machine. I wish Mac could allow me to play the games I like. For example, America's Army 2.8.5...
It's 100% propaganda bullshit. Sure the iPhone was OK, but c'mon.. Its nothing revolutionary. These men appear fascinated because they're being paid to do so.
That's Dieter Rams A german industrial designer who is responsible for the early designs of "Braun".
"Many people say it is obvious that Rams' designs have been influential on Jonathan Ive of Apple, Inc., designer of such products as the iMac, iPod, and iPhone, as can be witnessed particularly in the iPhone's calculator application, whose design is based on the Braun ET66 calculator designed by Rams." (from Wikipedia)
Funny that he should waste so much air drawing attention to the fact that Apple hones their products to absolute a simple and succinct appearance, and doesn't draw attention to their doing so.
LOL. Yeah, shame on him for drawing attention to the face that Apple hones their products to an absolute simple and succinct appearance when that's his fucking job. Yeah, a real ponce - you fucking douche.
The lady at the CNET put the role of "apple" very well, she said, apple is like your super bad boyfriend, on one hand, hes so cool and attractive, on the other hand, he controls you so hard, wont let you do this do that. I find all the apple products have this kind of constraint on users.
people buy apples because they don't do any sort of research on the competition and they like things to be simplified because television and movies try to over complicate computer culture
mouses with one button
in-exchangeable parts
why the fuck do you think they need to make this video? to justify their huge amounts of design flaws.
That's why Windows computers are being bought. People don't know any better. People who choose a Mac CHOOSE it. They know exactly what they are paying for.
incorrect, you can open and take apart any apple product and the warranty remains valid.
apple has one of the most relaxed warranties in the industry. all they ask is don't break it taking it apart or putting it together, otherwise they will always honor your warranty.
sure, you can obviously replace a graphics card without voiding the warranty... again, you can do ANYTHING to a Mac and the warranty remains intact. just don't break it... which is hard to do since they are built so well.
I haven't seen this much articulation, charisma, and passion from someone since Steve Jobs. When Job's passes the baton on to the next heir of the Apple empire I hope he doesn't Choose Schiller or Tim Cook but Johnny Ive.
Realistically it will probably go to Tim Cook as that he is the Chief Operating Officer.
2:09 .....SUCK DAT LOLLIPOP
Fanatic4Apple 6 days ago
Well, I have nothing to say about Mr Ive's designs but I admire this man for he always looks cool with that hairstyle, the calm expression and big biceps.
vietn207 2 weeks ago
The 23 unlikes are from Google~
bernardyts 1 month ago
I'm straight...and the ending where he said "quiet obsessive" gave me a boner.
ImSeriesous 1 month ago
You can watch the full documentary here:
watch?v=q_SyDhhoJSc
skippingr 2 months ago
This is one of the best videos I've seen of an apple factory, even though you don't see much
uDaeth 2 months ago
This is from "Objectified". I highly recommend the DVD if this clip was interesting to you.
Sloyfa7 2 months ago
Dieter Rams was also a genius!
musicolai 2 months ago
which aluminium used for this body?
swapnil17may 2 months ago
There are all sorts of industries that require milled aluminum parts that are far more intricate than a fucking case for a laptop computer. This guy needs to stop patting himself on the back for the supposed genius of the process of milling that any contract CNC milling shop knows how to do.
bjohnson55555 3 months ago
@bjohnson55555 any milling shop can do so, which is why so many companies have been able to design/build anything that event comes CLOSE to a Unibody Mac right? Such ignorance
rishibawa 2 months ago
@rishibawa Because 95% of the computing world doesn't give a fuck about a unibody case. Such a moronic iTard.
bjohnson55555 2 months ago
@rishibawa Close to a unibody mac on what?
WXIIIR 1 month ago
I could listen to this dude talk all day, Jony get your autobiography out now dag-nammit!!
well0so0they0say 3 months ago
I bet they get hold of a dozen Sony products and rip them apart.
mavericksf16 3 months ago
Good design is good design. Period. And this man can design well.
shadewaver 3 months ago
i love apple. i've never had a problem with the products. they are build to last, perform, and look hella sexy. RIP Steve Jobs.
BerkeleyBuilt 3 months ago 4
Am I the only one noticing that this video was made in 2009 and the dude has a white iphone?! Or am I totally missing something?
guzfin1234 4 months ago
@guzfin1234 The fact that the iPhone 3G, which came out in 2008, had a white model…
TallestSkil 3 months ago
it's all about the process...
bloody brilliant. that's all i can say.
twelveightyone 5 months ago
I never let anyone holding a plate like that near a macbook air.
nguyensongha2 5 months ago in playlist ???
make it cheaper than 999 Dollars !!
700 Dollers Already to much
Than I buy 1 XD
ternaard1991 5 months ago
@ternaard1991 Pft, if only it were 999 dollars. They've basically done 1 on 1 "conversions" for the prices, meaning that 999 dollars would be 999 euros over here. Convert that amount back to dollars, and you'll find out that we're paying actually paying about 1500 dollars for the same product. If only it was 999 dollars.
Still, amazing products, they are.
Demoras 5 months ago
I love how he cleans the iPhone on his shirt. The one thing they couldn't figure out - how to make a screen fingerprint proof. ;)
tombomdoodle 5 months ago
21 ppl are douches
eshaansharma911 5 months ago
Comment removed
ArnoldZakTV 6 months ago
super nice the power macbook pro
MsSiegheil1488 7 months ago
he can be proud on himself!
colacastell 7 months ago
@jcgtubez I just switched from windows a few days ago. What a dream machine... and to think all these years I made fun of Mac users lol
cow777 7 months ago 3
Wow, so many negative comments I just realized, I'm surprised, he is one of my biggest heroes at this point in my life. It's so innovative and advanced.. don't tear about things just because you don't understand them. It further proves your ignorance. This is art of design... I'm not sure how much I can explain it more...
hilsideutube 8 months ago
I just came
hilsideutube 8 months ago
@neoncyte My MacBook Pro has a removable battery, they manufactured them like this for the first few months from October 2008.
eddymunn 8 months ago
HOLY FUCK. Did anybody else say that when they saw the removable battery on the MacBook Pro?
neoncyte 9 months ago
i can't believe how much passion and thought apple put into designing their products, makes me appreciate it a lot more.
nassah2010 9 months ago
Jonathan Ive is my design hero. He may be an industrial designer and I a graphic designer...but it's all design and he is awesome. Great documentary
matthewksanderson 9 months ago
Jonathan Ive is my design hero. He may be an industrial designer and I a graphic designer...but it's all design and he is awesome.
matthewksanderson 9 months ago
I just noticed, the guy in the beginning has a lot of chest hair hahaha
FOLCH93 9 months ago
Haha he has 3GS
justinjiang 10 months ago
Ive is such a gorgeous man. Quiet obsession plus great biceps. He's the human equivalent of a macbook pro.
cryosynthe 10 months ago 20
@cryosynthe hes a fine piece of manmeat. im saying that i'm a heterosexual man.
Garegin 1 month ago
@cryosynthe
And he's a knight!
TheAdmiralPancake 3 weeks ago
Ive is so cute and bashful.
Conchobhar 10 months ago
The amount of unbelievable ignorance in the comments is a bit annoying, because sometimes you feel like you just want to set these idiots thinking straight. But, this is people were talking about, especially on YouTube....where people seem to lack any sense of reason, rationale, or intelligence.
Millahtime 10 months ago
I never feel like Ives says anything when he talks. I really hope he doesn't take over when Jobs leaves (if it ever happens)
PrometheusZer00 10 months ago
"Oh my god Johnathan Ive is so amazing" look at the work of Dieter rams, then Ives. His designs aren't that inspirational.
gamlin89 10 months ago
Too bad when you "design" a computer instead of "engineering" one, you hurt the primary function of a computer; to compute.
KaimanaC 10 months ago
@KaimanaC I think you mistake design for "looks." To me, Apple shows so much care in the entire product of their computers, down to the very INSIDES itself - where NO ONE looks.
To each their own.
w00master 10 months ago
I just got my macbook pro a couple weeks ago and i have to say i love it. by-by shitty fucking windows microsoft blows!
vikings11091 10 months ago 2
what is the title of this BGM? I'm really curious.
craftman01 11 months ago
This has been flagged as spam show
WHO wanna buy my designs? only look 4 the word: CRAPKASTIK here in youtube!
centaurodelnorte1000 11 months ago
that kid at 2:00 made me laugh
Daichidapr0 11 months ago
I'm glad I saw this. It totally demystifies the "unibody" mystique for me. IT's all about the manufacturing process -- there is no real user benefit at all. Which is great news 'cause i don't own a unibody mac. And now I'm okay with that. Thank you, Mr. Ive.
slowlearner72 1 year ago
It's so easy to join the bandwagon and sound smart praising Apple because of their tremendous success in the market, but if one looks at their products critically, one would realize there is so so much more to the man-machine interface than the frankly - _small_ - things they've done so far, it's just that they're the first company to realize (and *prove* via their success) how important design principles are to the user experience.
jbperez808 1 year ago
It is not that Apple is the only company taking "design" seriously. It is that Apple is the one company that has the chops needed to apply design all the way from the product's look to the precise way it operates. Even then, Apple gets far from everything right, which shows just how incredibly difficult true design is rather than just snobbish posturing.
I think Apple's achievements are just the start and should merely serve as inspiration and show the way for other to do better than them.
jbperez808 1 year ago 2
This has been flagged as spam show
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creolawurmmbj 1 year ago
It's so nice to see him actually being genuine in this video.
Raymint 1 year ago
@Raymint I wish there were more 'genuine' videos of him; the Channel 4 interview is a bit sinister and his appearances in Apple product launch videos have become a bit 'samey' over the last couple of years, obviously because the videos are there to sell the products!
I'd like to see more interviews that suggest he really is the all-powerful design god that some people want him to be!
DomDove 10 months ago
@DomDove He does what's called the "genuine" performance in the Apple videos and it is just toe curling.
Raymint 10 months ago
@Raymint I understand why Apple makes its videos the way it does, and they do look great, much better than the early noughties ones, in terms of that feeling of 'perfection', but it does leave you wondering, 'what are they not showing us?'
That said, the current MS Office 'Make it great' campaign in the UK is weird - one woman has to make a presentation in order to convince her partner to take her on holiday. That's applying software solutions to personal life the wrong way!
DomDove 10 months ago
It makes a difference, seeing bright creative people engaged with the serious capabilities of new technologies. They give a wonderful and quite important face to Apple. Look at the competition: usually boring, MBA types, not creative, not inspired, focused on the next buck rather than the next inspiration and more Wall Street than Silicon Valley.
multimedia0000 1 year ago
@kickinitonthetube You're kiddng me? In what way is it pretentious? That's how artistic people are - deal with it.
unlokia 1 year ago 30
@unlokia
could not agree more..
To be a designer, you have to be cool / calm, calculated, patient and excited all at the same time.
There are so much to consider and so much at stake to be a "HEAD" of apple designers, I say they are pretty pride of what they do...
I have an industrial background, sometimes I wonder they can almost put a patent on the process...
jacks19822 1 year ago
@unlokia you are right. even i don't have a mac unibody, but i have to admit is a great design. it just is.
Apple2068 5 months ago
@Apple2068 :-)
unlokia 5 months ago
can you please tell me the name of this soundtrack?
takahiro111985 1 year ago
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deonnamalbroughkgh 1 year ago
super
gibgasman 1 year ago
dose Apple Inc donate to Charity foundations 2010 ? donations to help poor people like food banks and Colleges ????????????????????????????????
camboy1132 1 year ago
whats the hype about this jonathan ive guy??
mastamase 1 year ago
The 10 principles by dieter rams of a good design is present in apple products. Just so awesome! They're not just designing their products but also designing the experiences of a person using their product.Truly remarkable!!!
wazzup291 1 year ago
This has been flagged as spam show
naneedj.info Big beautiful women
sitharadisanayaka 1 year ago
OMG he is so hot! This is a kind of guy women should be crazy to lay under and merry to. Ah... intelligence can be sooooo sexy!
greenashes9 1 year ago
For anyone who wants to know:
The song in the begining is Telefon Tel Aviv – I Made a Tree on the Wold.
Took me a while to find.
Macint2 1 year ago 3
Jonathan Ive is a FUCKING GOD
iiGerardoii 1 year ago
@iiGerardoii No, he isn't. He is just a coveted employee of a company that is very greedy to make money.
Invesigator 1 year ago
microsoft is done. ive and his team just shut down gates plans...this dude right here? he's too damn clever and passionate
poushk 1 year ago 2
god hes sexy
TheWargasmic 1 year ago
@TheWargasmic Yes, he is! Slurp! Look at them arms. hehe.
cjs33139 1 year ago
My MacBook Pro unibody has a dent, does anyone know how I can get it replaced? and how much it will cost.
moshrunners 1 year ago
Design is innovation
safasule 1 year ago
fully agree with Jonathan, the apple designers are a great inspiration
Bluelarix 1 year ago
I think a big part of being an apple designer is being an elitist assclown.
snoop0x7b 1 year ago
i love apple stuff...the fist time a saw the new macbook pro i studied the light he showed in the video and wondered how it was done...must just be a designers eye for detail
xXFIREWIREXx 1 year ago
He's Hot.
Jellybeanie31 1 year ago
He's Hot.
Jellybeanie31 1 year ago
Comment removed
factionxvt408x 1 year ago
@factionxvt408x What do you mean "how could it be"?... they just DID. :-/
unlokia 1 year ago 7
Comment removed
factionxvt408x 1 year ago
@factionxvt408x Yes, I suppose you're right - he hasn't a clue... unlike you. You'd better go to California and tell him he should resign, as you are taking over. LOL.
unlokia 1 year ago 56
@unlokia
I live in Santa Clara California, and drive by apple's hq in cupertino on homestead street 4 days a week on on my way to college. You think I live in a farm in the midwest or something?
factionxvt408x 1 year ago
@factionxvt408x "This guy?". Are you referring to Jonathan Ive, Senior Vice President of Industrial Design at Apple Inc. ? Are you saying that "this guy", of all people "doesn't know what he's talking about" when he's talking about industrial design? Oh boy! ...
larspallesen 1 year ago 3
@factionxvt408x Jon Ive get paid over 2 million dollars every year, he must be doing something right.
xStealthClown 1 year ago 2
@factionxvt408x Yeah bud, you do the machine work, not the design work. What you do is put the metal in and turn on the machine. What Jon does is figure out the component configuration, tectonics, joinery, stylizing, and create the best personal experience for a product WHILE WORKING WITH resource usage, manufacturing process and cost, final product cost, weight, strength, sustainability, technological implications, packaging, and a slew of other major concerns. Not so easy now, is it?
Industreyal 1 year ago 3
@factionxvt408x Yeah, I'm sure the guy who's designed most of apple's products since 1998 "doesn't know what he's talking about".
Eat a dick.
doritostheking 9 months ago
@doritostheking
You know what? I got a lot of bad comments from a lot of people asking a perfectly reasonable question. It is not like I am totally oblivious about the nature of his work because I do the same thing. When I first watched this video, I had no idea that this guy was with apple that long, but even so, there is something weird about trying to figure out a way to put a piece of 1060 onto a milling machine. In ME workholding is left for the machinist to decide. We just design.
factionxvt408x 9 months ago
@factionxvt408x First you "do CNC machining", i.e, a machinist, now you're a designer?
lol yeah right.
doritostheking 9 months ago
@doritostheking
wtf. I'm only freakin 20. I did machining and am finishing solid/pro.e at the same community college steve jobs went to. Forget it man. You can just suck this guy's dick and while never understanding what he's talking about. But since you got me all figured out then maybe I should ask you.
Why would it take so long for a person to figure out how to fix a piece of metal into a milling machine?
factionxvt408x 9 months ago
@factionxvt408x He was talking about the process of talking a drawing or a concept model of a product and turning it into a real, functioning, mass producible product. NOT about how you hold the metal in one place.
If you weren't so fucking braindead you would have been able to pick that up yourself. Not standing there like Commander motherfucking Data trying to grasp a metaphor.
doritostheking 9 months ago
@factionxvt408x
work all your life you will never be as good as john ive......
toodaloo mother fucker
ncTAYLORxx 5 months ago
@factionxvt408x In ME workholding is left for the machinist to decide. We just design.
holy shit, stfu. today design mean everything, not just sitting your ass at rhinoceros. you must follow the project even after a customer bought it. design went from 2d to 5d, welcome to 2006
TheViolenceMan 3 months ago
@factionxvt408x He's sitting in Apple's design facilities in Cupertino. Those machines behind him are prototyping machines. The fixtures and process he's referring to are in the context of the assembly line. Ironically, FoxConn ended up buying prototyping machines for mass production of some of Apple's iOS devices.
samgod 8 months ago
@factionxvt408x He's sitting in Apple's design facilities in Cupertino. Those machines behind him are prototyping machines. The fixtures and process he's referring to are in the context of the assembly line. Ironically, FoxConn ended up buying prototyping machines for mass production of some of Apple's iOS devices.
But saying the world's top industrial designer is clueless is rather funny.
samgod 8 months ago
@samgod
Thank you. That makes a lot of sense.
factionxvt408x 8 months ago
@factionxvt408x Apple's attention to detail is phenomenal.
Qantas25 1 year ago
@factionxvt408x Maybe because they wanted to try to make it one piece without compromising the structural integrity. I mean have you seen one of those thing get run over by a truck. It was all bent up, but the thing still worked. All they had to do was plug in a separate display. I also read a story where a man in a major plane crash where 9 people died has his macbook slightly bent thanks to the unibody construction. Even half of the display still worked.
weinerschnitzelboy 1 year ago
@weinerschnitzelboy
.....Do you know what "fixtures" are? They are the clamps and vises that hold the piece of metal in place before it would be cut by the CNC machine. Of course a "unibody" would be one piece.
factionxvt408x 1 year ago
@factionxvt408x Search the work fixture in the dictionary. The word fixture also has more than 1 meaning. It also means something usually permanently attached to an object. Like fixtures for the screws that are holding the macbook in place. It doesn't only mean fixtures in a cnc machine.
weinerschnitzelboy 1 year ago
@factionxvt408x because it is straightforward to say OK that is where the qwerty keys will go, that's where the speaker holes will go, thats where the track pad will go. They are the basic essentials of many laptops. It is a totally different story with the fixtures. Part of the beauty of mac products are their clean lines and lack of conspicuous external screws and so on. That takes a lot of skill to organise the internal architecture.
EverywhereVirtually 1 year ago
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dankang06 1 year ago
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@factionxvt408x Just letting you know that he says "we end up spending a lot of time designing fixtures..." not "more time designing fixtures...". Then he goes on to say that object wasn't designing the physical thing, it's figuring out process... which makes sense.
dankang06 1 year ago
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@factionxvt408x Just letting you know that he says "we end up spending a lot of time designing fixtures..." not "more time designing fixtures...". Then he goes on to say that when it comes to designing objects and products, in many ways its not about designing the physical thing, it's figuring out process... which makes sense.
dankang06 1 year ago
@factionxvt408x He didn't specifically say they spent more time designing fixtures, he just said that they spent a lot a time on the fixtures.
thelifeaquatica 8 months ago
I'm sorry but I find this a little disturbing. Did Jonathan Ive come up with the way this housing is manufactured or was it the Apple Engineering Dept. that figured out how to produce his design?
SuperThx1138 1 year ago
"Disturbing"?... uhm, why?!.
unlokia 1 year ago 9
@SuperThx1138 His job is to innovate and lead the design team at Apple to produce the best products possible for the end users. He never says "I" he says "we" he doesn't take credit for designing Apple products he merely is a part of it.
mrjkdeyoung 4 months ago
@cedarjet707 So all the videos in the world should be about crude oil production?
CheeseLoverBob 2 years ago
@CheeseLoverBob, no, you're right, but I dunno, it just seems like these people are in a daydream, and so many of us ARE in a daydream, that when we need to wake up, no-one will know what to do.
cedarjet707 2 years ago
@cedarjet707 True. America's debt is being taken care of by foreign countries. What happens when they inevitably want their money back?
CheeseLoverBob 2 years ago
the man's got mad chest hair
vanlevy 2 years ago 3
The Video Indicates a simple philosophy
Keep it simple
Make it easy to use without the need for anyone elce.
Make sure it all works
Bluesvideo 2 years ago
And make it in China
beyoncelover202 2 years ago
@beyoncelover202
So you say that every thing that made is in china is bad?
So i hope that your fireworks will explode in front of you but the thing is... The people there are cheap it produces there cheap and the things are cheap. and it is just made out of a country with chinese people SO WHAT???
TechCuber 2 years ago
i never said that making things in china was bad. they only take advantage of the people there by paying them really bad wages so we can enjoy our products cheap. thats all.
beyoncelover202 2 years ago
...or simply he's lamenting the fact that this economic politics leads to the increase of unemployment.
lvldsnr 1 year ago
... and make sure you can spell! ;-)
unlokia 2 years ago 4
Comment removed
beyoncelover202 2 years ago
why is the volume rocker switch on the ipod touch at 1.17 on the other side?
Discostew42 2 years ago
it's the realty distortion field that's all :)
Tnoy34rt 2 years ago
That shot is apparently mirrored.
Notice that 2 out of the 3 people on that shot are holding it with their left hands. Seems more likely that the majority would be holding it with their right hands, no? ;)
LeviFig 2 years ago
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glokmaster 2 years ago
you get what you pay for..i love my 3GS/macbook pro 15"/ imac 27" thats all i need.. (^_^)/)
iMaconApple 2 years ago 3
One tangent on Mr. Ive's final remark:
Obsession is the key coming anywhere close to perfection.
In design, perfection seems to come from getting the design out of the way.
shonzilla 2 years ago 3
Anyone knows the name of the first track of this video? Thanks in advance
rustyfog 2 years ago 2
"An Indicator has a value, when it's indicating something, but if it's not indicating something it shouldn't be there" - No shit
FTBLN 2 years ago
I think the point Ive is making is that there are allot of products that have certain indicators on them, such as notebook, that serve a minor purpose but always take a somewhat prominent role in teh design. Such as stand-by indicators. A great example of his design philosophy is when you look most Mac's. Their stand-by indicator is build behind a small layer in the computers housing, so that it's only visible when it's supposed to indicate the computer is on stand-by.
PDzero 2 years ago 5
Good industrial design would not yield cracks Mr. Ives.
Msagro5 2 years ago
bunch of mindless bullshit, made for sole profit
tranceire 2 years ago
There's a tell at 0:38, that the Apple Stores footage was shot on Oct. 8, '08. YNet is an Israeli news site (Israel has dd/mm/yyyy dates).
ovanklot 2 years ago
MacBook Pro is my work, school, projects, movies, photos and music machine, while Alienware is my gaming machine. I wish Mac could allow me to play the games I like. For example, America's Army 2.8.5...
NtlgntNrg 2 years ago
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SlightlyStoopid100 2 years ago
It's 100% propaganda bullshit. Sure the iPhone was OK, but c'mon.. Its nothing revolutionary. These men appear fascinated because they're being paid to do so.
RejectedHypothesis 2 years ago
I've had numerous Palm, Blackberries & WinMo phones. But I have to disagree with you when you say that the iPhone isn't revolutionary.
It definitely WAS, but now it's time to revolutionize again.
robraymond 2 years ago
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macindrew 2 years ago
It's really fun when he cleans iPhone on his t-shirt...
viames 2 years ago 2
Most people do that, including you.
NtlgntNrg 2 years ago
They actually showed the mighty mouse...
iMiiTH 2 years ago
good design comes at a premium price
dollarvandemos 2 years ago 2
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katakis1 2 years ago
That's Dieter Rams A german industrial designer who is responsible for the early designs of "Braun".
"Many people say it is obvious that Rams' designs have been influential on Jonathan Ive of Apple, Inc., designer of such products as the iMac, iPod, and iPhone, as can be witnessed particularly in the iPhone's calculator application, whose design is based on the Braun ET66 calculator designed by Rams." (from Wikipedia)
Kartoffelrupp 2 years ago 4
Can anybody tell me who the person at the very beginning of this clip is?
I realize he seems like some kind of a German design guru, but I can't recognize the face. Help?
Kiliankoe 2 years ago
oh com'on, Stop this propaganda already!
DanTeKJ 2 years ago
Funny that he should waste so much air drawing attention to the fact that Apple hones their products to absolute a simple and succinct appearance, and doesn't draw attention to their doing so.
Ponce.
electricrobot 2 years ago
LOL. Yeah, shame on him for drawing attention to the face that Apple hones their products to an absolute simple and succinct appearance when that's his fucking job. Yeah, a real ponce - you fucking douche.
OhNoItsGojira 2 years ago 7
I REMEMBER THIS!
I saw it at MIX09, a Microsoft sponsored event about web design.
Funny how the first paragraph is praising apple ;)
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TheNomorelockdoors 2 years ago
The lady at the CNET put the role of "apple" very well, she said, apple is like your super bad boyfriend, on one hand, hes so cool and attractive, on the other hand, he controls you so hard, wont let you do this do that. I find all the apple products have this kind of constraint on users.
waspenx 2 years ago
Where can we get/see this Objectified documentary?
antdude 2 years ago
you can download it the full film on itunes or amazon, or buy the dvd on amazon.
swissdots 2 years ago 4
Oh my goodness. From 4:40 on, it's absolute money quote all the way. Pure gold.
joshlewis 2 years ago 3
I agree. Jonny Ive is the definition of a designer.
kockgunner 2 years ago 3
lol'd at all the butthurt winfags trolling
flowder8 2 years ago
man this is so stupid
people buy apples because they don't do any sort of research on the competition and they like things to be simplified because television and movies try to over complicate computer culture
mouses with one button
in-exchangeable parts
why the fuck do you think they need to make this video? to justify their huge amounts of design flaws.
yellowfellow 2 years ago
That's why Windows computers are being bought. People don't know any better. People who choose a Mac CHOOSE it. They know exactly what they are paying for.
kockgunner 2 years ago 3
a box that if opened voids the warranty
yellowfellow 2 years ago
incorrect, you can open and take apart any apple product and the warranty remains valid.
apple has one of the most relaxed warranties in the industry. all they ask is don't break it taking it apart or putting it together, otherwise they will always honor your warranty.
Tnoy34rt 2 years ago 19
like a graphics card
yellowfellow 2 years ago
sure, you can obviously replace a graphics card without voiding the warranty... again, you can do ANYTHING to a Mac and the warranty remains intact. just don't break it... which is hard to do since they are built so well.
Tnoy34rt 2 years ago 5
so you can do that on all macs?
yellowfellow 2 years ago
sure.
Tnoy34rt 2 years ago 3
The German guy at the beginning takes overacting to a new level. :P
I love that even Jonathan has to wipe the fingerprints and face grease off of his iPhone screen with his shirt. ;)
atrac88 2 years ago 2
i love this guy so much
pokeutopia 2 years ago 2
I haven't seen this much articulation, charisma, and passion from someone since Steve Jobs. When Job's passes the baton on to the next heir of the Apple empire I hope he doesn't Choose Schiller or Tim Cook but Johnny Ive.
Realistically it will probably go to Tim Cook as that he is the Chief Operating Officer.
kickliquid 2 years ago
i love JI
1indienation 2 years ago
Jonathan Ive is an inspiration.
:O hes amazing.
PS: hes amazingly cute too :D
ang3lmigu3l 2 years ago 5
i became distracted at 2:00
lol
wewereangels 2 years ago
My favorite person at Apple is John the cleaner, he's quite funny! :D
macflyfilm 2 years ago