Apple’s Knight in Shining New Armor Says Best Days are Ahead


Apple nearly went out of business back in the late ’90s, but the creation of the iMac helped save it. Of course, then the iPod, iPhone, and iPad came along, all of which didn’t just change the revenue stream at Apple, but helped the change the culture overall.

Even though it’s already had such recent success, Apple’s SVP of Industrial Design, Jonathan Ive, tells the Telegraph in part two of an interview (here’s part one) that the company is still working on its “most important and best work.”

The London-born Ive, who goes by Jony, was back in his homeland for a momentous occasion — the newly minted knight is now Sir Johny Ive, thank you very much. Not that the soft-spoken Brit would want to be called that back at the office.

“We have become rather addicted to learning as a group of people and trying to solve very difficult problems as a team,” the design guru said of his colleagues at Apple HQ in Cupertino, CA. “And we get enormous satisfaction from doing that. Particularly when you’re sat on a plane and it appears that the majority of people are using something that you’ve collectively agonized over. It’s a wonderful reward.”[more]

As to what those new products are, Ive (whose design studio is off-limits to all but a few) won’t say. However, the rumor is that Apple is continuing to evolve its Apple TV product as well as working on an iPhone that is slightly larger than its current iteration. Whatever the next ‘one more thing‘ may be, it will likely focus on being as simple and straightforward as possible, a task that Ives admits is not always very easy to achieve.

Something else Apple is hard at work on is convincing the good people of Cupertino that they are going to love the new 2.8 million square foot construction that the company has planned. The new research facilities will have its own power plant, be covered in solar panels, 6,000 trees, 13,000 people, and a thousand-seat auditorium.

It is set to be finished in 2015 but, before ground is broken, but CNN notes that the company still needs to reassure residents (despite Steve Jobs’ personal pitch) that the new construction will have a minimal environmental impact, and won’t create any traffic problems. (Helping matters: no Apple store on-campus.)

As soon as Cupertino gives its final blessing, Apple is ready to dive in and get construction started. After all, innovation never sleeps.