Jony Ive: The man behind Apple’s magic curtain

Posted in ひと, アップル, インタビュー by shiro on 2013年9月20日


Jony Ive: The man behind Apple’s magic curtain | USA Today

Marco della Cava:

Federighi says iOS 7’s new look is inextricably linked with technological advances.

“This is the first post-Retina (Display) UI (user interface), with amazing graphics processing thanks to tremendous GPU (graphics processing unit) power growth, so we had a different set of tools to bring to bear on the problem as compared to seven years ago (when the iPhone first launched),” he says. “Before, the shadowing effect we used was a great way to distract from the limitations of the display. But with a display that’s this precise, there’s nowhere to hide. So we wanted a clear typography.”

Jony Ive and Craig Federighi Interview With USA Today | John Gruber

Very interesting — sounds like Ive and Federighi get along very well. (Although I think that was exactly the point of Apple having paired them together for these interviews — emphasizing the harmony atop Apple’s executive ranks, in stark contrast to the situation just one year ago.) Much better piece than the Businessweek one today.

USA Today talks to Jony Ive and Craig Federighi | Jim Dalrymple

Jony & Craig | ParisLemon

Anyway, publication choices aside, the pieces are both fascinating. The Bloomberg Businessweek piece has a clear focus on Tim Cook, but strongly plays up the relationship between Jony Ive and Craig Federighi. They’re portrayed as sort of the buddy cops to Cook’s police chief.

It’s interesting that it’s only those three executives who were chosen for this PR push — no Phil Schiller, no Eddy Cue, etc — but you can probably write that off as Ive and Federighi being the key cogs for the new iPhones and iOS 7.