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[4] Walter Isaacson. Steve Jobs: Pursuit of Simplicity Drives the Design Revolution

[4] Walter Isaacson. Steve Jobs: Pursuit of Simplicity Drives the Design Revolution

[4] Walter Isaacson. Steve Jobs: Pursuing Simplicity Drives the Design Revolution

[1] Walter Isaacson. Steve Jobs: The Pursuit of Simplicity Drives the Design Revolution
[2] Walter Isaacson. Steve Jobs: Pursuing Simplicity Drives the Design Revolution
[3] Walter Isaacson. steve jobs . Jobs initially stated the desired specifications for this product: it would have an all-in-one case where the keyboard, monitor, and computer were ready to use right out of the box. It had to have a catchy design that was a bold statement.


Ive and his right-hand man Danny Koster started sketching futuristic car designs. Jobs severely rejected a dozen foam models they had originally made, but Ive already knew how to influence him. Ive admitted that none of them were done right, but one still looked hopeless. It had curved lines, was as informal as possible, and didn't look like a fixed slab stuck to your desk.

Ive prepared an improved version of the layout for his next meeting with Jobs. This time, Jobs, who had an ambivalent view of the world, said that he was completely delighted with the model. He took this foam prototype and began to carry it around the head office, proudly displaying it to his management team and board members. In its commercials, Apple talked about the virtues of being able to "think differently," but up to that point it had not yet been able to offer a product that would be significantly different from the computers on the market. Now Apple has really managed to come up with something new.

The plastic case designed by Ive and Coster was offered in blue with a hint of sea turquoise. Later, this color was named "bondi blue" in honor of the color of the water on one of the Australian beaches. In addition, the case was translucent and provided the user with the opportunity to examine its insides.

Metaphorically and literally, translucency connected the inside of a computer to its outside design. Jobs always insisted that the rows of chips on the boards look neat, even though none of the buyers would see them. Now they should have appeared to the user's eyes. Thanks to the translucent case, the consumer had the opportunity to appreciate all the care that the designers put into the production of all computer components and their location. The car's playful design exuded simplicity, while at the same time revealing the depths behind that simplicity.

Even the simplicity of the plastic shell itself was fraught with great complexity. Ive and his team collaborated with Apple's Korean suppliers to develop the cases and once even visited a jelly bean factory to think about how to make the translucent colors as attractive as possible. The cost of manufacturing one case was $60, that is, three times more than that of a conventional computer case. Other company executives would most likely require special presentations and studies to prove that such investments would generate worthy sales. Endowed with a strong intuition, Jobs did not need such an analysis.

The crown of the iMac's design miracle was the pen built into its body. Of course, she was present there more as an image element than a functional one. It was a desktop computer after all, and few people were really going to carry it in their hand. But Ive later said:

Jobs and Ive tried to make charming design a hallmark of all future Apple computers. After that came another laptop that looked like a tangerine shell, as well as a professional desktop computer that looked like an ice cube. Like the bell-bottoms that suddenly show up in the back of your closet, some of these styles, technically obsolete over time, only look better on the outside. In addition, they demonstrate the love of their authors for design, which at times could be called excessive. But they set Apple apart from other companies and created the splashes of information they needed to survive in a world that chose Windows.

When flat panel monitors became commercially viable for the mass market, Jobs decided it was time to upgrade the iMac line. Ive created a model that was fairly traditional, in which the insides of a computer were attached to the back of a flat screen. Jobs did not like this model. It seemed to him that there was something about this design that lacked purity.

Steve went home earlier than usual that day. He wanted to weigh all the pros and cons. A little later, he called Quince and invited him to his home. When Joni arrived, they went for a walk in the garden that Jobs' wife had planted. This garden was just full of sunflowers.

Ive likes it if the design draws some image in the imagination of a person and, in his opinion, a computer similar to a sunflower with its whole appearance will convey to the user a feeling of striving for the sun.

In the new design, the display was attached to a movable chrome leg. In fact, it resembled not only a sunflower, but also the Luxo table lamp, the hero of a short animated film made by Pixar. Throughout its history, Apple has received a large number of design patents, mostly in the name of Jonathan Ive. However, in one of them - in the patent for "computing system with a mobile system unit attached to a flat-panel display" - Steven Paul Jobs is listed as the main inventor.

Simplicity as a prerequisite for design culminated in three consumer products he launched in 2001 that have become a real triumph for him: the iPod, iPhone and iPad. He personally participated daily in the development of the first iPod and its interface. His main demand was this: "Simplify!". He studied each screen of the user interface in detail and did a simple test: if he needed to get to a song or function, he should be able to do it in three clicks. The use of the device had to be intuitive. If Jobs couldn't figure out how to navigate, or if a task took more than three clicks to complete, he would lose his temper.

The iPod, and later the iPhone and iPad, were a triumph of Jobs' early-1980s conviction that simplicity of design can be achieved most effectively by closely integrating hardware and software. Unlike Microsoft, which licensed its Windows operating system to various hardware manufacturers such as IBM and Dell, Apple created products that were consistent from start to finish. This was especially true of the very first generation of the iPod. It was all tied together: the Macintosh hardware, the Macintosh operating system, the iTunes software, the iTunes Store, and the hardware and software inside the iPod itself.

This allowed Apple to make the iPod much simpler than many other competing MP3s such as the Rio. “What made devices like the Rio so dumb was that they were extremely complex,” says Jobs. - There you had to create a lot of playlists, because they did not integrate with the player on the computer. So with the iTunes software and the iPod at our disposal, we got the computer and the device to work together, allowing us to put complexity where it's supposed to be." Astronomer Johannes Kepler said that "nature loves simplicity and unity." This was the principle that Steve Jobs was guided by. By integrating hardware and software, he was able to achieve both.

Walter Isaacson

The year Steve Jobs passed away, and when my biography of the man was published, I was struck by the two opposing reactions that this book provoked. Some people were put off by how unceremonious and cruel he could be. However, others, especially young entrepreneurs who run companies, noticed how his bigotry combined with his creative sensibility and design perfectionism.

I think the second interpretation is closer to the truth. Yes, sometimes Jobs was too demanding and behaved like the last scoundrel. But this world is filled with demanding bosses and scoundrels, most of whom are little in reality. What made Jobs special, and sometimes genius, was his passionate desire for beauty, his creative talent, and his belief that it all mattered. And it is for this reason that he was able to create a company that has become the greatest driving force behind the development of innovative design today and living proof of how important it is.

Courtesy of Smithsonianmag. com



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