In short, Johnny Ive, a former Apple Chief Design Officer and Consultant who is most responsible for the visual appeal of Apple products, has made computers and phones more than just a vector of features, but computers and phones. Helped to turn it into an object of desire.Rather an identity badge — and his former employer I allegedly agreed To break their last bond.
What does this mean for “Mixed Reality” headsets? There are rumors that the entrance to the Metaverse may be released by Apple in the second quarter of next year. In other words, what does that mean for us, where the willingness to engage in substitute reality can be transformed by such devices?
After all, how the company designs equipment that makes you want to put a contradiction on your face so that you can enter another world while your body is in this world. If you can solve the problem, it’s Apple.
If a company could overcome the predecessors of Google Glass and Oculus to create a wearable computer that didn’t look like a computer, it would be the company that did it with laptops, music, earphones, and most of all, smartphones. .. If brands can solve the challenge of making their entry into the Metaverse fashionable, that’s another issue. After all, making Metaverse fashion is just as important to making Metaverse meaningful (and accessible). Become Apple.
Except that maybe not anymore.
Without Ive, is Apple’s era as a bridge between hardware and software really nearing its end? Are we at a turning point between the old Apple and the new Apple, that is, between one Apple and possibly another? For example, Phoebe’s Céline and Hedi’s Celine.
What is the Metaverse and why is it important?
origin. The word “Metaverse” is A fully realized digital world It exists beyond what we live in. Neil Stephenson coined it in the 1992 novel Snow Crash, and Ernest Cline explored the concept further in the novel Ready Player One.
In any case, it heralds another kind of paradigm shift.
For most tech companies, the resignation of a designer won’t get the attention of the public, but part of Apple’s greatness lies in the way it borrows from the fashion world to drive consumption.
Steve Jobs knew that he could adopt a fashion strategy and apply it to previously boring and boring appliances. As a result, fashion has become tactile and visually appealing, thin, smooth and chic, helping the company transcend the industry. It was Jobs who embraced the value of the new model each season. A person who understands how planned obsolescence, which is an essential premise of fashion, can be applied to functions. And how to incorporate a value system into the aerodynamic line of a device to make it more than the mechanical sum of its parts.
He joined the company in 1992, defining the look of Apple for decades and providing accessories (iPad covers, iPhone covers).
The rest is not important Jobs’ death In 2011, Ive emerged from the shadows with CEO Tim Cook and became the face of the company. If Cook was an unpretentious technocrat, Ive would have been a visionary person. He is a friend of Marc Newson (Lockheed Lounge designer) and designer Azzedine Alaía, who advocated the fusion of technology and fashion that happened before and after the debut of the Apple Watch. 2014.
The first hiring turmoil broke out — former YSL CEO Paul Deneve became vice president of a special project in 2013. The following year, TAG Heuer’s former Tarick Prunier was the senior director of the special project. In 2014, Burberry’s former Chief Executive Officer, Angela Ahrendts, served as Senior Vice President of the Retail Division, and has since expanded.
There was an unveiling ceremony just before New York Fashion Week. Dinner party in Paris Rebir at the concept store Collet with Mr. Alaia. The protagonist of the cover of China Vogue. And finally, in 2016, Ive appeared as the host of the Met Gala with Anna Wintour.
But in the end (and finally Collaboration with Hermes), The clock is now Not very fashion Disruptor as a gadget for health and wellness. Mr. Denive left in 2016. Mr. Aalentz and Mr. Prunio became consultants with Mr. Ive in 2019.
Since then, Apple hasn’t had a Chief Design Officer. Apple executivesThere is no single presiding visual point of view. Instead, Ive’s duties were split between Evans Hankey, Vice President of Industrial Design, and Alan Dye, Vice President of User Interface Design.
Still, Hanky and Dai have been working with Ive for years on products such as the MacBook Air and watches, and at least nominally Ive seems to have maintained a bond as a keeper of fire and aesthetics. was. ..
until now. That’s why future headsets and their appearance are so important. Perhaps, given the potential timing, it will be the last product to have Mr. Ive’s fingerprint on its design. But maybe it’s a sign of something more.
Apple and Ive declined to comment on their relationship to this article. But if Apple proves that this is the beginning of a new era, not the end of its commitment to style as a signifiant, but the beginning of a watered-down version of the previous one, it could be almost a cliché. A case with tinged edges and a smooth silver — this is the first real test. This is also an opportunity to redesign our thinking about the product, not just the product, or Apple itself. Ive reportedly nodded his headset for the last few years of the deal, but it may be desirable not to repeat it enough to redefine it.
Indeed, the fact that the watch didn’t prove a game changer or industry mover is that Mr. Hanky (or someone else who knows) has the opportunity to claim himself by creating something new. Means. brand.
Think of it this way: Gucci and Celine or Max Mara? Do you flip everything we think we know and recreate it for a new reality, or do you make sure it goes through the movement over and over again, if not exciting? All the signs show the Max Mara model, but if fashion can tell us, the brand will withstand the changes of the designer as long as the company really cares and empowers the designer. I can.
Once upon a time, Apple learned some valuable lessons from fashion. See if it can do it again.