Apple's Jony Ive, Craig Federighi Say it's Quality Over Quantity When it Comes to iPhone 5S/5C Specs
September 20, 2013 1:14 PM
comment(s) - last by
The hardware/software team is more worried about perfecting features rather than rolling out several new ones
When people think about
products like the iPhone or iPad, the face they normally place behind the success is usually the top dogs like
CEO Tim Cook
or even co-founder and Apple legend Steve Jobs. But behind the public faces are two men who have worked quietly, yet obsessively to make Apple products what they are today: Jony Ive and Craig Federighi.
Sir Jonathan Paul Ive (who prefers to go by "Jony"), senior vice president of design at Apple Inc., recently sat down with
for an interview before the launch of the iPhone 5S and iPhone 5C. Ive was joined by Craig Federighi, Apple's senior vice president of software engineering.
Ive joined Apple's design team in 1992 while Federighi was employed at Jobs' NeXT venture in 1994, but went to Apple when it acquired NeXT. He left in 1999 but returned a decade later.
The two are a solid team working behind the scenes on each Apple device, marrying hardware and software in a new way never seen before at Apple until iOS 7.
interview, Ive and Federighi talked a lot about
the new iPhones
(which are being released today), but made one point real clear: they're not out to release "new"; they're out to release "better," and they're not worried about what the competition is doing.
According to Ive and Federighi, many competitors are trying to release the next big thing with a spec sheet full of new features packed into one device. But
Apple's super team that is Ive and Federighi
feel it's more important to perfect certain features rather than roll out a ton of half-brewed ones.
"Look at the camera space, companies are chasing megapixels but the pictures often look horrible because of their tiny sensors," said Federighi. "My family cares about taking a good picture, not a megapixel count. We carry that through to all the decisions we make about our phone. What experience is it going to deliver? Not what number will it allow us to put on a spec sheet."
"That is exactly it," said Ive. "It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.
"This is terribly important and at the heart of what we do. We care about how to design the inside of something you'll never see, because we think it's the right thing to do."
Ive and Federighi say Apple sells more than just devices with the latest specs, but also a philosophy that each and every detail will be carefully examined. Take the iPhone 5S' new fingerprint scanner, for example.
"This right here is what I love about Apple, this incredibly sophisticated powerful technology that you're almost not aware of, it absolutely blows me away," said Ive. "You can't get this without working cross-functionally."
Ive also made it clear that Apple isn't worried about what the competition is up to.
"We, and the people who buy our products, steer us," said Ive. "It's certainly not other corporations at all, and we've shown that for a long time.
"I would love, love, love to show you what we are working on now, but I'd lose my job."
One major complaint against Apple is that it isn't innovating the way it did when Jobs was around. Instead of introducing the next big thing, like the iPhone was in 2007 and the iPad was in 2010, there are concerns surrounding the fact that Apple has only tweaked its pre-existing devices since the death of Jobs in 2011.
"I've been here for years, and the way we're working is the same," said Ive. "Nothing's changed in terms of that. We're trying to solve problems in terms of future products that are incredibly complex, whose resolutions have no precedent. And then sometimes there are a lot of people who talk about stuff who aren't at Apple anymore, so that's a self-selecting group."
"People come here for the values that are evident in every product we build," added Federighi. "When we make decisions, it's not a battle of people trying to break us out of our value system. We all want to double down on these values, whose aim is to make things simpler, more focused. Those are spoken and unspoken mantras in all the discussions we have. You can call that Steve's legacy, but it's Apple
This article is over a month old, voting and posting comments is disabled
RE: Funny excuses for releasing a mediocre device
9/22/2013 10:09:45 PM
You're using quotations on someone who never said that FYI.
And considering how even the iPad still only has 1 gig of memory... well I don't know.
To answer your question, the Note phones need lots of RAM because they are heavy multi-taskers. Samsung's custom UI allows two apps to run in windows simultaneously.
RE: Funny excuses for releasing a mediocre device
9/23/2013 2:26:52 PM
Two windows being shown onscreen requires more than 3 GB of RAM? What apps need 2 GB each?
"We can't expect users to use common sense. That would eliminate the need for all sorts of legislation, committees, oversight and lawyers." -- Christopher Jennings
Apple CEO Tim Cook Says No One Uses Android Smartphones, Nokia Failed to Innovate
September 19, 2013, 12:03 PM
Apple Announces $99 iPhone 5C, iPhone 5S with 64-bit A7 Processor and "Touch ID"
September 10, 2013, 1:15 PM
Apple's Hardware, Software Design Teams Working More Closely Together
March 21, 2013, 8:25 PM
Retiree Sues Apple For $7,500 for Wiping Honeymoon Photos From His iPhone
November 30, 2015, 10:23 AM
iPhone 7 May Pack 3-4 GB Memory, More Storage; 4-Inch Comeback is Rumored
November 20, 2015, 10:12 PM
OnePlus One, OnePlus 2 Will Receive Android Marshmallow in Q1 2016
November 16, 2015, 9:58 AM
Lenovo Whoa: Motorola Droid MAXX 2 and Turbo 2 Break Cover in Leaks
October 26, 2015, 3:12 PM
Leak: Apple Preps for First Real Android App Foray With New Apple Music App
October 24, 2015, 1:59 PM
Pepsi Smartphone? Empty Calories Coming Soon to the Midrange
October 12, 2015, 11:41 PM
Latest Blog Posts
Sceptre Airs 27", 120 Hz. 1080p Monitor/HDTV w/ 5 ms Response Time for $220
Dec 3, 2014, 10:32 PM
Costco Gives Employees Thanksgiving Off; Wal-Mart Leads "Black Thursday" Charge
Oct 29, 2014, 9:57 PM
"Bear Selfies" Fad Could Turn Deadly, Warn Nevada Wildlife Officials
Oct 28, 2014, 12:00 PM
The Surface Mini That Was Never Released Gets "Hands On" Treatment
Sep 26, 2014, 8:22 AM
ISIS Imposes Ban on Teaching Evolution in Iraq
Sep 17, 2014, 5:22 PM
More Blog Posts
Copyright 2016 DailyTech LLC. -
Terms, Conditions & Privacy Information