LAB+1

Review the Tutorial 1 movies, and describe Jonathan Ives and his theory of 'undesign' in relation to his work at Macintosh.

Jonathan Ive is a British designer who joined Apple Inc. in the year 1992. He is currently holding the position of Senior Vice President of Industrial Design for the American company Apple Inc. He has only been leading the design team since 1998, and is the brain behind most of their innovative and cutting edge designs. Ives believes that parts of a design should be eliminated if they do not serve any functional purpose. Therefore, if one design part is able to perform the job of six more attractive parts, then it is crucial to just use that one part. According to Ives, simplicity is important as it prevents the design from taking attention away from the technology itself. His role at apple is not to only design beautiful and innovative products but is also to create a high standard in user experience through minimalistic design that emphasizes the importance of the useful features that are actually present in the product. Thus products designed at Apple make a very simple, user-friendly experience for the customer. Jonathan Ives is known for his aluminum and titanium design for Macbooks, Powerbooks, Iphones, Ipads and Ipods, which all provide important features that are easily understood and do not require instructions to use them.