Since Ivy left apple, the product design style has changed greatly, paying more attention to practical functions rather than aesthetics


Tencent technology news on October 22, without Johnny ive, today’s Apple may not exist. He used to be Apple’s chief design officer. His creativity is inseparable from the iPhone, iMac, iPod and iPad. Apple’s design led product development approach is considered groundbreaking, but there is often a contradiction between form and function, that is, does the appearance of the device take precedence over its ease of use?
Without the influence of Apple’s late co-founder Steve Jobs, Ivy might have put aesthetics too important. Since he stepped down as chief design officer at the end of 2019, Apple seems to be re emphasizing function. From iPhone to Apple TV to MacBook, the era of “users die, we think it looks cool” is gone.
The new MacBook Pro series laptop released by apple is evidence of this change. Five years ago, many functions released with Ivy’s support have been cancelled: the so-called disc keyboard has disappeared. Although it makes the mobile phone thinner, its bulky structure makes typing more difficult; There is also the touch bar, which is a touch bar display at the top of the keyboard. It can display both the functions of web browser and music applications. But if you don’t look, it’s almost impossible to use; Next is the HDMI interface, which allows you to connect your computer to a high-definition display without an adapter.
These changes may only happen under Ivy’s leadership, but Evans HANKEY, who now leads the industrial design team, has supervised many other adjustments that seem to indicate a change in Apple’s product design philosophy.
Taking the iPhone as an example, the latest generations of products have abandoned curved edges, which makes the side of the display easy to crack when it falls. There is also the Apple TV remote control. Its symmetry makes it visually attractive, but this means that users often accidentally press the wrong button because they take the remote control down. The design was revised in May.
Paul found, an industrial design lecturer at the University for the Creative Arts in Canterbury, said: “since Ivy left, Apple seems to have begun to pay more attention to functions, without the power to drive aesthetics. Those who take over product design now pay more attention to listening to customers.”
As apple information reporter mark gurman wrote in August this year, Apple has always been stubborn in design. In fact, if Apple relies too much on the will of consumers, it may lose the factor that helped it succeed, that is, the anti idolism embodied in the “think different” advertising language. Clearly, the appeal and premium capabilities of Apple devices are partly due to their design.
But sometimes it’s good to listen to customers, especially when the pendulum deviates from function and turns to form. After all, if people can’t connect laptops to external monitors, Apple may lose more professional customers, such as architects, musicians and filmmakers. Professional users often can afford high-end devices that are more profitable for apple.
Dieter rams, who has a great influence on Ivey’s design style, compiled 10 principles of “excellent design”, the third of which is “good design is aesthetics”. But Apple seems to have only remembered the second and fourth articles, which are “good design makes products useful” and “good design makes products easy to understand”. (reviewed by Tencent technology / Jinlu)