Story image

"It's theft... Thousands and thousands hours of struggle..."

19 Mar 14

"It's theft," said Jony Ive, explaining his views on other companies copying designs strikingly similar to Apple’s.

In a rare interview with London’s The Sunday Times, Cupertino’s design chief offered an insight into why he takes such infringement personally.

"What's copied isn't just a design, it's thousands and thousands of hours of struggle,” he added.

“It's only when you've achieved what you set out to do that you can say, 'This was worth pursuing.' It takes years of investment, years of pain."”

An integral part of one of the world’s most secretive companies, Ive has been a valuable part of the Apple team for over two decades, and for the English-born designer, the brief has not changed.

"We’re surrounded by anonymous, poorly made objects,” Ive said. “It’s tempting to think it’s because the people who use them don’t care — just like the people who make them.

“But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made.

"We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity — for giving a damn.

“At Apple, there's almost a joy in looking at your ignorance and realizing, 'Wow, we're going to learn about this and, by the time we're done, we're going to really understand and do something great.’”

Having worked closely with the late Steve Jobs for many years, Ive’s respect for his former boss remains as strong as ever, as does his ability to look ahead into the future.

"We are at the beginning of a remarkable time, when a remarkable number of products will be developed,” he added.

“When you think about technology and what it has enabled us to do so far, and what it will enable us to do in future, we’re not even close to any kind of limit. It’s still so, so new."

CERT NZ highlights rise of unauthorised access incidents
“In one case, the attacker gained access and tracked the business’s emails for at least six months. They gathered extensive knowledge of the business’s billing cycles."
Report finds GCSB in compliance with NZ rights
The Inspector-General has given the GCSB its compliance tick of approval for the fourth year in a row.
Game review: Just Cause 4 on PC
Rico Rodriguez returns to wreak over-the-top havoc for a fourth time. This time the island nation of Solís is our hero’s sandbox, ripe for destruction.
Hands-on review: Logitech G502 HERO gaming mouse
My favourite feature of the G502s is the ‘Sniper’ button, which is found on the left hand side of the device. When held, this lowers the DPI and allows you to achieve maximum accuracy whilst honing in on a kill on your favourite FPS title.
Interview: ZeniMax Online's game director talks Elder Scrolls Online
FutureFive’s Darren Price sat down with Matt Firor, ESO’s designer and now president and game director at ZeniMax Online.
IDC: Tablets stay dead, notebooks keep head above water
An IDC report predicts a soft personal PC market, slipping into further decline with the exception of notebooks, gaming PCs, and business PC upgrades.
A hands-on guide to Christmas shopping by Santa’s IT elf
Ho, ho, ho! So you’re back again for more inspiration for that hard-to-buy-for person in your life?
Govt commits $15.5m to digital identity research
“With more and more aspects of our lives taking place online it’s critical the government takes a lead to ensure New Zealanders have control of how and who uses their identity information,” says Minister Woods.