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  • Jony Ive: We're a small design team.

  • We've worked together for 20, 25 years.

  • One of the things that we've learned

  • is the importance of listening, because, as we all know,

  • the very best ideas can very often come

  • from the quietest voice.

  • Ideas are extremely fragile.

  • Ideas are not predictable in terms of when you'll have them

  • and how many you're going to have.

  • And so over the years, we've really created a team

  • and an environment that I think really increases

  • the probability of good ideas,

  • and when they actually arrive, I think nurtures them.

  • The design studio really is a workshop.

  • We design three-dimensional objects,

  • and we make lots and lots of models and prototypes.

  • Designing and making really should be inseparable.

  • For every finished product that you see,

  • tools had to be designed,

  • process had to be created and experimented with.

  • We've worked very hard to create a singular studio

  • that has all of these different facets.

  • The hallmark of the group has been to be inquisitive

  • and ask an awful lot of questions.

  • We have really made it a practice

  • to just have our heads down and work

  • and ignore, in some senses,

  • all the reasons why something shouldn't be possible.

  • This book captures a point in time

  • of incredible transitions and quite shocking change.

  • You understand the nature of an object so much more

  • when you understand how it came to be.

  • The book tells dozens and dozens of stories.

  • You see momentum; you see learning.

  • Of course, as designers, you live in the future.

  • It's not that we are not interested in the work

  • we've done before;

  • it's just we are so consumed by what we haven't done yet.

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A2 初級

カリフォルニアでアップルがデザイン (Apple Designed by Apple in California)

  • 62 7
    WanXun Tsai に公開 2021 年 01 月 14 日