![]() ![]() Related story Jony Ive's 10 most revolutionary designs for Appleĭieter Rams is often seen as a major influence on Ive's approach to design, one that Ive has himself acknowledged. Ive's truly iconic design symbolised Apple's rebirth and return to relevance This came in the colourful teardrop form of the iMac. But something wholly new was needed to get customers excited again. He cancelled a number of product lines he felt weren't up to it or were distractions, including the Newton, and reduced Apple's overly complex range of Macs to a 4x4 grid: desktop and portable, consumer and professional. Jobs' return brought discipline back to the company. But as Apple increasingly flailed around, these products never lived up to their striking designs. Ive was involved with the design of several innovative though ultimately ill-fated products of that era, notably the various iterations of the Newton MessagePad and the Twentieth Anniversary Mac. Apple was already sliding into the trouble it would find itself in during the mid-1990s, but didn't realise it yet. Moving from the UK, Ive joined Apple in 1992 – seven years after Steve Jobs departed the company he founded and five years before his return as CEO in 1997. Given how ubiquitous they have become it is quite staggering to think that the design of every single one of those devices was overseen by Jony Ive, Apple's chief designer, who has just announced he is leaving the company to set up his own firm. There's a good chance that you are reading this article on one of them. According to Apple there are currently something in the region of 1.4 billion active users of its devices.
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