Apple 2.0

Covering the business that Steve Jobs built

Inside Apple's industrial design lab

November 7, 2009: 6:33 AM ET

A rare visit with the man who designed the iMac, the iPod and the iPhone

Jonathan Ive at Apple

Jonathan Ive. From Gary Hustwit's "Objectified."

"I guess it's one of the curses of what you do," says Jonathan Ive, Apple's senior vice president for industrial design, "is that you are constantly looking at something and thinking 'Why why why is it like that? Why is it like that and not like this?'"

Ive's five-minute appearance in Objectified is one of the centerpieces of Gary Hustwit's 2009 documentary about contemporary industrial design. It's a follow-up to Hustwit's amazing Helvetica (2007), the only full-length film about a typeface. Objectified may not be as surprising or groundbreaking, but it does feature this rare inside look at Apple's (AAPL) secretive design lab, an inner sanctum on the Cupertino campus only slightly less guarded than Fort Knox.

"I remember the first time I saw an Apple product," says Ive as the camera pans across a busy Apple Store. "I remember it so clearly because it was the first time I realized when I saw this product I got a very clear sense of the people who designed it and made it."

Below fold, unless Hustwit has pulled it, a YouTube clip of that video.

See also:

[Follow Philip Elmer-DeWitt on Twitter @philiped]

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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