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Home / Business / Jony Ive leaves Apple: here's his main Apple product videos

Jony Ive leaves Apple: here's his main Apple product videos



Jony Ive, Apple's Chief Design Officer and no doubt the biggest influence on the appearance of the company's products for almost three decades, leaves. The news, suddenly announced earlier this afternoon, shocked the technology industry, despite years long rumors that he soon went to the door. Ive claims he will continue to work closely with Apple through his upcoming design company LoveFrom.

We do not know what impact this will have on Apple's business or design philosophy; Ive been a little distant from the company's public showing late, even though he returned in 2017 to take on the design's main role after a two-year "hands off" break back.

What we can do right now is to look back on Ive's productive heritage. Since the early 90's, the British designer has been working on some of the most iconic consumer technology products of our time, and he will long be remembered as having had a tremendous impact on modern industrial design and software aesthetics. (Through his new design firm he can very well continue to have a massive impact well into his old age.)

But perhaps his most recognizable contribution to the common culture, beyond the design of the objects that have been distorted by our daily life, is his appearance in Apple marketing materials. Ive told a number of videos over the past decade or so in what has become his signature carefully and accentuated, but rarely appears on stage and, after the first few years, does not even appear on the screen. His pronunciation of "aluminum", in more traditional British English form, has become a meme and you can find many YouTube parody videos and just plain old collections of his stories if you are in it.

Here at The Verge we have decided to collect the most important Ive videos over the years, related to key Apple product launches. And just for fun, of course we have ranked them with aluminum rods. So take a trip down memory card with Ive and see how his style has evolved over the years.

Jony Ive with hair just because | 1999

Beyond his professional career, Ive may be best known for his silky-brilliant British story, but he comes in a second and is his shiny bald head. But here, in this very brief interview from the Macworld Conference in San Francisco Road back in 1999, you can see Ive with a full head of hair, talk about the sexiness of machines. Assembly.

Rating: 5/5 aluminum ingots

Apple iMac (aluminum) | 2009

It can sometimes feel like Ive's signature story has been part of Apple's world-famous marketing since the return of former CEO and co-founder Steve Jobs, who promoted Ive to senior vice president of industrial design in 1997, shortly after his triumphant return as general manager. But it wouldn't be until more than a decade later that Ive first tried his hand at evangelizing the camera.

Although he is mixed into other famous Apple faces, I stand here for his word choices and calming behavior. In this video, Ive is also poetic about the new Magic Mouse design, which retains its look to this day. Alarmingly, Ive doesn't seem to say aluminum once more in this video. And a travesty.

Rating: 2/5 aluminum ingots

Apple iPhone 4 | 2010

Until 2010, Apple was pretty bad about its iPhone launches and chose not to go with big, flashy product videos, as it did with the new iMac aluminum part. But it changed with the iPhone 4, which was introduced with a similarly stylish video with Ive in the middle.

He shared the spotlight with former software chief Scott Forstall and former hardware chief Bob Mansfield, but Ive stole the show with his talk of glass as strong as the sapphire crystal coating both front and back of the phone. "Finally, all this becomes relevant when you just hold it in your hand," I said, tantalizing Apple fans everywhere.

Rating: 3/5 aluminum ingots

Apple iPad (gene 1) | 2010

"It's true when something surpasses your ability to understand how it works, it becomes a kind of magic. And that's exactly what the iPad is, Ive says in the intro to this video. It felt a bit presumptuous and this was The first time I started to get rid of a bit of a blow, but when he quit the video theorises it, although the iPad is a new product category, "millions of millions of people go to know how to use it," his prediction could not more on the nose

Rating: 3/5 aluminum ingots

Apple MacBook Pro with Retina Display | 2012

Ive was at its best when he described the inner build quality of computers and nowhere was it better on the screen than in the unveiling of the MacBook Pro with Retina Display in the summer of 2012. "There is no doubt the very best computer we've ever built," says Ive.

Frankly, it was easy to believe in him, especially when he discussed the asymmetric tabs to for better cooling and reduce noise and when he said "every part of the cabinet makes a contribution that directly benefits the user." Ive even called "Obsessiv" in the video, and describes in-depth attention to what is still undoubtedly the best laptop Apple has made to date.

Rating: 5/5 aluminum ingots

Apple iPhone 5 | 2012

While this video was not a big leap ahead of the iPhone 4 promoter, for the first time it made the couple Ive with an emotional, instrumental backing tune, amplified the gravity of their story and really drove home Apple's commitment to treat their products as works of art. Compared to the more rock and pop-friendly melodies Apple had used before, this was when I began to feel like an internal philosopher.

Rating: 4/5 aluminum ingots

Apple iOS 7 | 2013

One of the very rare cases I have ever spoken about software in an Apple product video is one of the more ambitious audits the company has launched. Apple had tapped Ive to monitor IOS 7 after Forstall had gone, who fumbled by Apple Maps and other failures, got him insecure fired, and was chosen to present it to the world in 2013.

While IOS 7 and Ives The aggressively flat approach to the user interface was polarizing when it was revealed, he made a pretty strong case for the revolution in this video. And iOS 7 has gone on to become a central turning point in Apple's approach to software design on both mobile and desktop. That said, because it is not hardware, you can tell that Ive was a bit out of his element discussing a new version of IOS and not even having the opportunity to talk about aluminum or industrial design.

Rating: 1/5 aluminum ingots

Apple Watch Sport (aluminum) | 2014

Perhaps the height of Apple's unapologetically indulgent product marketing, was the first of three Ive videos to go with the already 10-minute Apple Watch reveal focused exclusively on aluminum. It's the first word Ive says in the video, and he continues to describe the purpose-built alloy Apple made for the Apple Watch Sport starting with Ive's best and most memorable expression: "Raw Aluminum of Exceptional Purity." It's pure magic – suck it in.

Rating: 5/5 aluminum ingots

Apple Watch (stainless steel) | 2014

Here is the equally indulgent video recording for the Apple Watch launch that specifically concerns the stainless steel version of the device. Only Ive been able to make a sentence "known for its strength and corrosive resistance" feels some kind of meditative. Unfortunately, he doesn't say the word aluminum once in this video.

Rating: 3/5 aluminum ingots

Apple Watch Edition (gold) | 2014

And this I am talking about the 18-carat gold version of the Apple Watch, it stopped selling because it was so damn expensive. It is great, but also not as big as the aluminum. That is what I have said, "Every case is hand-polished in an immaculate degree by highly skilled craftsmen," which is just an amazing number of words. Be careful with his pronunciation of the word "craftsmen". It's intense.

Rating: 4/5 aluminum ingots

Apple 12-inch MacBook | 2015

By 2015, Apple had almost denied its product video approach, and Ive was undoubtedly anchored to the hardware launch strategy. The 12-inch MacBook reveals is basically a best-of-compilation of an Apple product videos main feature: Ive's voice, but never his face; intense, bulging music that alternates between classic and modern styles; unnecessary technical talk about electromagnets; an absurdly detailed logic board composition animation. It does not get more core Apple than this.

Rating: 5/5 aluminum ingots

Apple iPad Pro | 2016

Looking back on this video, released in 2016 and attached to a bound book about the company's history titled Designed by Apple In California it is clear that I have a fairly short platform to describe both his approach to design and comment on Apple's notoriously secret culture.

When he says, "The best ideas can really come from the quietest voice." It really feels like I was reflecting on his career at Apple and maybe even his relationship with the late jobs, a man Ive tirelessly disappeared from criticism and the person who gave Ive free government to define Apple's product philosophy. It's a nice video, without talking about aluminum, but well worth a watch now that he knows he's going.

Rating: 2/5 aluminum ingots

Apple iPhone X | 2017

It is impossible to imagine the revelation of the most drastic visual transformation of the iPhone in the product's history without Ives telling. Unlike previous iPhone videos, Ive is tasked with encompassing all the standout features of the phone in a sweeping speech.

He jumps from water resistance to Face ID and the camera to Animoji and further to increase reality. The music is dramatic, and the impossible camera angle is surreal and impressive. It's an Apple product video that does what it does best: make sure you want things on the screen, even if you probably don't need it.

Rating: 4/5 aluminum ingots

Apple Watch Series 4 | 2018

If the original Apple Watch Series 0 videos were Ive in their prime, then the Series 4 product was revealed as its swan song. It's the second-last product Ive wanted to tell, but the final one to make his debut during an Apple product launch event. It is also the last video I tell myself completely.

Soaked in the description of Apple Watch's digital crown and how one of "the most intricate mechanisms" Apple has ever created was "completely re-engineered." We will probably not get more Ive poetry on watches, unless he and with designer and business partner Marc Newson design one in Ive's new company. (Which is quite likely, now that I think about it.)

Rating: 4/5 aluminum ingots

Apple Mac Pro | 2019

The scripture on the wall that presupposes Ive's departure could be seen earlier this month, if you looked so hard. With the disclosure of the Mac Pro, Ive was nowhere to be found except in a product video, Apple apparently happened and decided to just release online. Although we are in, Ive shares the video with a disembodied voice from another Apple employee whose name you may not recognize: Dan Riccio, senior vice president of hardware engineering. There is a lot of aluminum on display here, but not near enough aluminum . Goodbye Jony, you will be missed.

Evaluation: 2/5 aluminum ingots


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