Jony Ive, Apple's chief design officer and arguably the biggest influence on the company's appearance for nearly three decades, leaves the company. The news, which was announced abruptly this afternoon, shocked the tech industry, despite years of rumors that he was about to go to the door. Ive said 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 its design philosophy. Ive been a little distanced from the company's public appearances lately, though he returned in 2017 to take over the design lead after a two-year hiatus.
But perhaps his best-known contribution to mainstream culture, beyond the design of objects intertwined with our daily lives, is his appearance in Apple -Marketing material. Over the last decade, Ive has been telling a series of videos in a typically meticulous and accentuated manner, rarely seen on stage and not even on screen after the first few years. His pronunciation of "aluminum" in more traditional British English has become a meme. Here you will find countless YouTube parody videos and just old compilations of his stories.
Here at The Verge we've decided to collect the most important Ive videos over the years related to Apple's key product launches. And just for fun, of course, we rated them with aluminum bars. Take a journey back in time 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 well-known for his silky, British narrative, but soon his shiny bald head will appear. But here, in this very short interview excerpt from the Macworld conference in San Francisco in 1999, you can see Ive talking full-on about the sexuality of machines. Fits.
Rating: 5/5 Aluminum Bars
Apple iMac (Aluminum) | 2009
It can sometimes happen that Ive's signature narrative is part of Apple's world-famous marketing, since former CEO and co-founder Steve Jobs, who promoted Ive to senior vice president of industrial design in 1997, returned shortly after his triumph returns as general manager. Only after more than a decade did I try to evangelise in front of the camera.
Although he mixes with other well-known Apple faces, Ive stands out here by his choice of words and reassuring demeanor. In this video, Ive is also poetic about the new Magic Mouse design, which retains its look to this day. Worryingly, it does not seem that I once said aluminum in this video. A travesty.
Rating: 2/5 Aluminum Bars
Apple iPhone 4 | 2010
Until 2010, Apple was rather subdued in iPhone product launches and decided not to show big, eye-catching product videos, as was the case with the new aluminum-housed iMac. However, this changed with the iPhone 4, which was presented with a similarly designed video with Ive in the middle.
He shared the limelight with former software chief Scott Forstall and former hardware boss Bob Mansfield, but I stole the show when he spoke of glass that was as strong as sapphire glass, which was both the front and rear also the back of the phone covered. "Ultimately, all of this becomes relevant when you just hold it in your hand," I said, thrilling Apple fans everywhere.
Rating: 3/5 Aluminum Ingots
Apple iPad (Gen 1) | 2010
"It's true that when something transcends your ability to understand how it works, it's kind of magical, and that's exactly what the iPad is," I said in the intro to this video, feeling a bit presumptuous and it was the first time I started to get a bit of a bubble, but when he finishes the video, he theorises that although the iPad is a new product category, "Millions and millions of people know how to do that his prediction could not have been better.
Rating: 3/5 Aluminum Ingot
Apple MacBook Pro with Retina Display | 2012
Ive was at his best when describing the quality of the interiors of computers And nowhere was this better seen than in the presentation of the MacBook Pro with Retina Display in the summer of 2012. "This is undoubtedly the very best computer we've ever built," says Ive.
Honestly, it was easy , i hm, especially when he was discussing the asymmetric fan blades to improve cooling and reduce noise, and said, "Every part of the case makes a contribution that directly benefits the user." I even own myself called "Obsessive" in the video that describes the attention to detail in what is probably the best laptop Apple has ever made.
Rating: 5/5 Aluminum Bars
Apple iPhone 5 | 2012
Although this video was not a big leap forward compared to the video that promotes the iPhone 4, but it ran for the first time with an emotional, instrumental background that boosts the severity of its narrative and drives Apple home, to treat his products like works of art. Compared to the rock and pop-friendly songs Apple had used before, I really felt like an in-house philosopher right now.
Rating: 4/5 aluminum bars
Apple iOS 7 | 2013
One of the rare cases I've ever talked about in an Apple product video about software is one of the more ambitious overhauls the company has ever started. Apple had tapped Ive to oversee iOS 7 after leaving Forstall. By fumbling with Apple Maps and other missteps, he was fired unceremoniously and was selected to present it to the world in 2013.
While iOS 7 and Ive are aggressively flat The user interface approach was polarizing when it turned out that he was quite strong on the overhaul in this video. And iOS 7 has become a crucial turning point in Apple's approach to software design on mobile devices and desktops. That said, since it's not hardware, I can say that I was a bit overwhelmed with discussing a new version of iOS and had no opportunity to talk about aluminum or industrial design.
Rating: 1/5 Aluminum Bars
Apple Watch Sport (Aluminum) | 2014
Perhaps the first of three Ive videos, along with the already 10-minute Apple Watch unveiling, was at the height of Apple's casual style of product marketing focused exclusively on aluminum. It's the first word Ive said in the video, and he goes on to describe the alloy designed specifically for Apple Watch Sport, which starts with Ive's best, most memorable phrase, "Raw Aluminum of Exceptional Purity." It's pure magic – soaking.
Rating: 5/5 Aluminum Bars
Apple Watch (Stainless Steel) | 2014
Here is the equally forgiving video capture for the Apple Watch launch, which specifically refers to the stainless steel version of the device. Only Ive could somehow make a sentence like "known for its strength and corrosion resistance" seem meditative. Unfortunately, he does not even say the word aluminum in this video.
rating: 3/5 Aluminum Bars
Apple Watch Edition (gold) | 2014
And this is about the 18-carat gold version of the Apple Watch, which is no longer sold because it is so damn expensive. It's great, but not as great as the aluminum. I have to say, "Every case is hand-polished to perfection by highly skilled jewelry makers." This is just an amazing set of words. Pay close attention to his pronunciation of the word "craftsman". It's intense.
rating: 4/5 aluminum bars
Apple 12-inch MacBook | 2015
By 2015, Apple had largely implemented its approach to product video, and Ive was undeniably the anchor for its hardware launch strategy. The 12-inch MacBook unveiling is basically a best-of compilation of the key elements of an Apple product video: Ive's voice, but never his face; intense, swelling music alternating between classic and modern style; unnecessary technical talk about electromagnets; an absurdly detailed animation of the logic board composition. It will not be more core Apple than this.
Rating: 5/5 Aluminum Bars
Apple iPad Pro | 2016
Looking back at this video, which was published in 2016 and linked to a hardcover book on corporate history titled by Apple in California it is clear that I have a fairly concise platform for its two approaches to describe and comment on Apple's notorious secret culture.
When he says "the best ideas can actually come from the softest voice", it really feels like I'm thinking about his career at Apple and maybe even about his relationship with the deceased jobs that I tirelessly defended against criticism and the person who gave Ive a free hand to define Apple's product philosophy. It's a nice video without talking about aluminum, but it's worth watching if you know he's leaving.
Rating: 2/5 Aluminum Bars
Apple iPhone X | 2017
The most dramatic visual change of the iPhone in product history is unimaginable without Ive's narrative. Unlike previous iPhone videos, Ive's task is to summarize all the outstanding features of the phone in one speech.
He jumps from water resistance to Face ID and from the camera to Animoji and on to Augmented Reality. The music is dramatic and the impossible camera settings surreal and impressive. It's an Apple product video that does what it does best: you want the thing to appear on screen, even if you probably do not need it.
rating: 4/5 Aluminum Bars
Apple Watch Series 4 | 2018
When the original Apple Watch Series 0 videos were in its heyday, the product discovery of the Series 4 was its swan song. It's the penultimate product I'd tell, but the last to debut at an Apple launch event. It is also the last video that I tell completely about him.
In his description of the Apple Watch's digital crown, experience one of the "most complicated mechanisms" Apple has ever created, "completely redesigned." We probably will not receive any more poems about watches unless he and co-designer and business partner Marc Newson designs one in Ives's new company. (Which is very likely, now that I think about it.)
Rating: 4/5 Aluminum Ingots
Apple Mac Pro | 2019
The lettering on the wall predicting Ive's departure was on display earlier this month if you looked closely enough. With the unveiling of the Mac Pro, Ive was nowhere to be found, except in a product video that Apple had apparently filmed and then decided to only publish online. Even stranger, I share the video with a disembodied voice of another Apple employee whose name you may not know: Dan Riccio, Senior Vice President, Hardware Engineering. Here is a lot of aluminum exhibited, but far from enough aluminum . Farewell, Jony, you will miss us.
Rating: 2/5 aluminum ingots