A clip from the 2009 documentary “Objectified” which is all about industrial design. Here, we see the wonderfully creative genius of Jonathan Ive, as he talks about the Mac, and specifically the Unibody design of the MacBook/MacBook Air & MacBook Pro.
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With a brief intro by Dieter Rams, Jonathan Ive gives an insight into Apple Mac design and manufacture. Ive mentions the curse of design, walking round constantly designing, thinking “why is it like that and not like this?”
“Of course it’s that way, why would it be any other way?”
Listening to this it is hard to miss the influence of Rams and his 10 principles.