Apple VP: New project is 'most important,' 'best work we've done'

May 24, 2012

Jonathan Ive, Apple's senior vice president of industrial design, said that despite the iMac, iPhone, iPod or iPad, Apple's current project is its best.

Ive, who was in England this week for his knighting Wednesday, told that to The Telegraph after being asked which project he would like to be remembered for if he could only pick one.

"It's a really tough one. A lot does seem to come back to the fact that what we're working on now feels like the most important and the best work we've done, and so it would be what we're working on right now, which of course I can't tell you about," he said.

Apple is known for its secrecy -- the article notes that Ive's studio at the company has tinted windows and that he allows only select employees inside -- so his reluctance to share details comes as no surprise. But the fact that he thinks the world has yet to see Apple's best work is a major statement.

Ive has been head of design for many lauded Apple products, including the iPad, iPhone, numerous and computers as well. So if his best work is really still to come, the bar has just been raised considerably.

As far as what project Ive could be talking about, there are a couple of possibilities.

Next month, Apple is expected to reveal the latest redesign of its MacBook Pro laptops. The new Pros are expected to be pretty thin and adopt Apple's Retina Display that is used on the iPhone and , so that could be what Ive is talking about.

Of course, Ive could also be referring to the next iPhone, which is expected in October. Recently, rumors that the sixth will have a bigger screen and see its first major redesign since the have been picking up, so that's another likely option.

Another possibility is . That product has been rumored for a while, and in his biography released last year, said he had finally cracked the .

But of course Ive -- who did not deny that even Her Majesty herself would be denied the information should she ask -- could be talking about something else entirely.

Explore further: Judge approves $450 mn deal in Apple ebook suit

1.3 /5 (12 votes)
add to favorites email to friend print save as pdf

Related Stories

Behind Apple's products is longtime designer Ive

Aug 26, 2011

Steve Jobs has been Apple's most recognizable personality, but much of its cachet comes from its clean, inviting designs. For that, Apple can credit its head designer, Jonathan Ive.

Apple expected to unveil new iPad

Mar 06, 2012

Apple is expected to reveal a new version of its coveted iPad on Wednesday in its first major media event since the death of legendary founder and beloved pitchman Steve Jobs.

Recommended for you

Dish restores Turner channels to lineup

Nov 21, 2014

Turner Broadcasting channels such as Cartoon Network and CNN are back on the Dish network after being dropped from the satellite TV provider's lineup during contract talks.

'Call of Duty' blasts past $10 bn in sales

Nov 20, 2014

Blockbuster military shooter video game "Call of Duty" has blasted past $10 billion in lifetime sales, propelled by demand for the latest installment in the 11-year-old franchise.

Square's point-of-sale service goes global

Nov 20, 2014

Financial services startup Square is taking aim at cash registers across the globe, making its point-of-sale software available internationally in English, Spanish, French and Japanese.

User comments : 2

Adjust slider to filter visible comments by rank

Display comments: newest first

rwinners
not rated yet May 25, 2012
This has to be a move into video entertainment. Don't know how or why....
I do suspect that it isn't going to become the universal mode of viewing video.
Vendicar_Decarian
1 / 5 (1) May 26, 2012
Pfffffffffffffffffffffft....

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.