Apple Inc. (AAPL)’s Design Chief Jony Ive on Steve Jobs, iWatch, Cheap replicas and More

Apple Inc. (NASDAQ:AAPL)’s elusive Senior Vice President (SVP) of design Jonathan Ive was caught having a candid conversation with Vanity Fair at the New Establishment Summit held in San Francisco. Ive lauded Apple co-founder Steve Job as the most focused person he had ever met. Ive learnt how to focus from Apple’s ex-chief and said that it has always helped him while facing the numerous challenges he encountered in his job.

Apple always made devices that stood out

Talking about his company’s much delayed foray into the large screened smartphone market, I’ve explained that prototypes for larger handsets had been designed years ago but the results were not good enough to meet Apple Inc. (NASDAQ:AAPL)’s lofty standards. He also added that Apple understood their importance but felt that its devices must have features that transcend traditional large-screened devices.

Ive did not have to be prompted to give his views on the Apple Inc. (NASDAQ:AAPL) iWatch. He hailed the smart watch as a leap forward in wearable technology. It also doubled up as a fashion accessory and it was no surprise that Apple had partnered with huge fashion brands to market the iWatch.

Ive not impressed by Xiaomi’s ‘flattery’

Jony Ive was quite vocal in this criticism of Xiaomi. The Chinese smartphone maker has been known to call itself the ‘Apple Inc. (NASDAQ:AAPL) of China.’ It has also been purported that Xiaomi devices have ripped off design features from Apple’s iconic iPhone.

Ive said he did not consider Xiaomi’s stance as flattery. He explained that he took issue when someone tries to cheat someone else off years of hard work spent perfecting something and getting away by claiming that it was inspired by the original. He felt that this perspective disrespects the time and energy that had gone into the original design. He called this attitude lazy and stated that it was wrong.