Technology
Apple’s Jony Ive: ‘It would be bizarre not to be’ secretive
- Apple’s chief design offer Jony Ive says “it would be bizarre” for Apple not to be secretive.
- The British-born exec spoke at a conference about why the Cupertino, California tech giant jealously guards its secrets.
Apple is famously, insanely secretive — and according to its head design guru, that’s because it’d be weird not to be.
On Monday, Apple’s chief design officer Jony Ive appeared at the Wired 25 conference in San Francisco, California, where he was interviewed by legendary fashion journalist Anna Wintour, who probed Apple’s urge for secrecy.
“I actually think it would be bizarre not to be,” Ive said. “I don’t know many creatives who want to talk about what they’re doing when they’re halfway through it.”
Wintour interjected: “Really? Then I obviously know very different people.”
Apple jealously guards its secrets, tightly keeping its unannounced products under wraps and hiring an army of ex-NSA agents to police its workforce for leakers. Its practices have since become a model for other tech companies looking to emulate the Apple magic — to greater or lesser degrees of success.
Ive frames this urge towards confidentiality as necessary to not add “noise” to the process.
“I know lots of PR departments who want to talk about something that’s been worked on,” he said. “I’ve been doing this long enough where I actually feel a responsibility to not confuse or add more noise about what’s being worked on because I know that sometimes it doesn’t work out.
“I think its just in our nature when were working on a difficult problem — and so many of the problems we’re working on now are so complex — it just seems rather odd to be telling everyone what you’re doing.”
-
Entertainment5 days ago
Hands-on with the Claude AI app: It’s pleasant to use, but janky
-
Entertainment4 days ago
Apple Watch Series 9 vs. SE: A smartwatch skeptic tested both for 13 days
-
Business5 days ago
Haun Ventures is riding the bitcoin high
-
Entertainment7 days ago
‘Bridgerton’: Everything you need to remember before Season 3
-
Entertainment5 days ago
5 essential gadgets for turning your home into a self-care sanctuary
-
Entertainment3 days ago
The greatest films on Prime Video right now
-
Business4 days ago
Apple: pay attention to emerging markets, not falling China sales
-
Business4 days ago
Google dubs Epic’s demands from its antitrust win ‘unnecessary’ and ‘far beyond the scope’ of the verdict