Lab+1

Lab 1 The first thing that struck me about Jonathan Ives and the way he talked about ‘undesign’ and his work at Macintosh is that he was very passionate and excited about his work and what it means for technology and technological processes. Jonathan Ives describes his theory of ‘undesign’ as being natural or subconscious as if it were common sense that things are built that way. He points out how he has imitated nature as an effective way of constructing things because there is a vast history of evolution and reform behind nature. Mr. Ives intends his design to be so effective and encompassing that there is nothing left to question or consider and that’s where his phrase ‘undesign’ comes from. He wants things to be so perfectly designed that they don’t look designed in any one particular way at all. He also expresses how he aims for every component to have maximum functionality. He not only wants to utilize every piece (including faceplates and other aesthetic parts), he wants every single piece to be used to its full potential. It is this coating of extra care, experience, and dedication to excellence that has put apple so far ahead of their competitors and gives their products the edge.