Why? Because he prides himself on being curious, inquisitive and open. To Ive, who has been at Apple since 1992, it's this constant unpredictability and love of surprises that has been the bedrock of the company's success. And I have to say the ideas posed problems and defined challenges but, in that process, we came close to giving up on a number of occasions." They were not in response to a technological opportunity… In reality, the supporting technology, the enabling technology, took years to catch up with the ideas. The founding ideas were not in response to a defined or stated problem. And, interestingly, the nature and concepts of these early ideas shared many characteristics from other ideas from other projects, over the last couple of decades. "They were the result of ad hoc, informal meetings between designers, both industrial designers and interface designers. "It's important to remember the initial ideas were, of course, tentative," Ive goes on. Perhaps not a surprise for a company known to be painstaking and perfectionist in its approach to most things. Intriguingly, it suggests that Apple had an App Store for its iPhone and iPad products in mind for years before the world saw it. And so, as the potential for a vast range of apps became clear, so did the idea for an app store." We came to see that we could make applications purposeful, compelling and intuitive to use. So, not being generic but by being specific, inherently describes the application's function. "Now, I think multi-touch not only defined a new natural and intuitive interface, importantly it defined an opportunity to create applications with their own unique, very specific interface. But multi-touch describes the ability to directly touch and interact with your content to be able to pinch to zoom an image or flick through a list with your fingers," explains Ive. Perhaps it was on one of the first iPhones or later on an iPad. "Some of you may remember the first time you experienced the interface. The project Ive is talking about is the creation of what eventually Apple came to describe as multi-touch, a technology Apple didn't introduce until the launch of the iPhone in 2007 some five years after Sir Jonathan and his team started work on it. Ive is at the Cambridge Union to pick up the award, now in its second year, and Pocket-lint was one of two news organisations in attendance and hear his acceptance speech on how he designs, the day-to-day battles he faces and a brief glimpse into the mind of one of the world's greatest designers.
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