Apple Inc. (AAPL): Jony Ive talks about Cook’s involvement in creative process
In an interview with The New York Times, Apple Inc. (NASDAQ:AAPL) senior vice president of design Jony Ive talked about Tim Cook and how Apple is using new materials.
In regards to meetings with Cook, Ive said: “We meet on average three times a week. Sometimes those meetings are over in his space, sometimes here in the design studio. We all see the same physical object. Something happens between what we objectively see and what we perceive it to be. That’s the definition of a designer – trying to somehow articulate what contributes to the way we see the object.”
Ive credited late Apple co-founder Steve Jobs for establishing Apple’s high standards for design, but acknowledged that CEO Tim Cook has been part of that team for years:
“Steve established a set of values, and he established preoccupations and tones that are completely enduring – and he established those principles with a small team of people. I’ve been ridiculously lucky to be part of it. But Tim was very much part of that team – for that last 15 or 20 years.”
In regards to working with new materials, Ive said:
“I’ve worked for the last 15 or 20 years on the most challenging, creative parts of what we do. I would love to talk about future stuff – they’re materials we haven’t worked in before. I’ve been working on this stuff for a few years now. Tim is fundamentally involved in pushing into these new areas and into these materials.”
Ive did not specifically acknowledge that Apple is working with new sapphire materials due to the secrecy culture at the company. But we do know that Apple opened a new sapphire plant in Arizona through a partnership with GT Advanced. Apple also has the exclusive rights to use metal alloys manufactured by Liquidmetal Technologies.