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. He also said that there were times when the design team really felt that the iPhone project wasn’t going to work out … 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....