受邀白宮座上賓的Jonathan Ive爵士提出工業設計的盲點

跟據英國衛報(Guardian)，2011年12月31日被英女王受封為爵士的Jonathan Ive (見跨年夜女王伊麗莎白二世加冕Jonathan Ive為騎士指揮官)，將接受美國總統Obama的邀請，在美國時間3月15日晚上成為白宮座上賓。
這是他再一度的榮耀，得獎無數受褒獎無數，也讓老人介紹無數的他，再多的榮耀也無法顯示他在工業工藝設計上帶來的驚奇！
前幾天他受英國Evening Standard的訪問，提出了其他IT公司設計上的盲點：他認為蘋果的對手設計產品不外乎“求異”和“求新”，而不是“求好”，這樣的目標是錯誤的！換言之其他公司都是只有產品的標新立異，而只有蘋果是只求產品的盡善盡美，如果不是“最好”，蘋果不做。他說：
“We struggle with the right words to describe the design process at Apple, but it is very much about designing and prototyping and making. When you separate those, I think the final result suffers. If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for. Our goals are very simple - to design and make better products. If we can't make something that is better, we won't do it. Most of our competitors are interesting in doing something different, or want to appear new - I think those are completely the wrong goals. A product has to be genuinely better. ”


老人：所以不是“Do Different.”是“Think Different. & Do Better.”