Sir Jonathan Ive: we almost ditched the iPhone

Sir Jonathan Ive: we almost ditched the iPhoneYou all know Sir Jonathan Ive, right? He’s the British brain behind Apple’s brawn, and is currently senior VP of industrial design. Story goes: he pretty much invented the iPod, iPhone and iPad.

Sir Jony has been speaking in London (possibly something vaguely related to – you guessed it – the Olympics), and he reveals that Apple very nearly scrapped the iPhone.

Apparently there were design problems that Apple felt it’d struggle to overcome, and as such the entire project was almost binned.

"We nearly shelved the phone because we thought there were fundamental problems that we can't solve," Jony tells The Daily Telegraph.

"With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work."

Jony also says that Apple isn’t about the money; it’s all about making exciting new products.

"Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it’s the truth. Our goal and what gets us excited is to try to make great products. We trust that if we are successful people will like them, and if we are operationally competent we will make revenue, but we are very clear about our goal."

The latest iRumours propose September 12 as the iPhone 5 launch date.

via: Pocket-lint

Read more about: Apple iPhoneApple iPhone 3GApple iPhone 3GSApple iPhone 4Apple iPhone 4SApple iPhone 5iOS

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13 comments

matt101101 / MOD  Aug. 1, 2012 at 16:12

Our goal absolutely at Apple is not to make money.
So spending millions of dollars trying to force your only true competitor (Samsung) out of the market is just for a laugh, then?

Treab  Aug. 1, 2012 at 16:54

Our goal absolutely at Apple is not to make money.
So spending millions of dollars trying to force your only true competitor (Samsung) out of the market is just for a laugh, then?


or keeping the same design in the iphone 4s and only slightly upgrading the hardware to match the competition is not about making money? really apple?

wozza1  Aug. 1, 2012 at 17:27

And if it's not about the money went charge so much for a pile of junk made in a Chinese sweat shop? Can't wait to see the world's reaction when they find out that Apple have invented a new thing called living and so they are going to sue us all

JanSt / MOD  Aug. 1, 2012 at 17:30

You are both right and wrong.
You mustn't confuse a designer and the legal-money wing.

It's no different to actors, a director, cameraman etc...all thinking they are making a great movie...and then the producers & studio do really weird things... Or the record industry etc...
Same goes for movie-makers and the movie-industry. Different things. A lot of actors, directors etc are not comfortable with the criminalisation of file-sharers.

Anyhoo... from bios and interviews it seems believable that Apple have ditched finished products after billions of $ invested because Jobs or Ive or.. just didn't "like" them.
I s'pose that is what Ive means. That statement/notion is in no conflict with those obscene lawsuits. If you believe that, you are a bit naive. <3 Love/hugs/cute kittens...

Treab  Aug. 1, 2012 at 17:33

we know about kittens... they are pure evil... ask matts next doors cat ;)

Pondlife  Aug. 1, 2012 at 17:38

The profit margin on each device shows the lie in that besides anything else.

JanSt / MOD  Aug. 1, 2012 at 17:49

And if it's not about the money went charge so much for a pile of junk made in a Chinese sweat shop? Can't wait to see the world's reaction when they find out that Apple have invented a new thing called living and so they are going to sue us all

Oh, you are truly on to something.
But here's the thing:
What are you writing your comment on? What shorts are you wearing? what did you have for breakfast? What do you see when you look out the window?
If there's nothing made in Chinese sweatshops, I suppose you are beaming your posts down from planet Frypton?
If there is nothing that was made in an FTZ, you arre lying to yourself.
I have no idea why it's worse when expensive stuff is made in China than when it's slightly cheaper stuff? Why not mention Sony? Etc etc?
And the price myth? iPads are comparatively 'cheap'. Have you seen a Sony S-Tab? The P?
Yes, a Macbook is expensive... but have you used one side-by-side with an 'ultrabook'? And have you tried selling an 'ultrabook' after 3 years of use?
It's a bit boring, this debate.

Apple's behaviour, when Foxconn first hit the MSM, was often outrageous and callous.
Jobs' comparing the FC-complex to a holiday camp was scandalous. But so f*cking what?
Nobody asked Sony. (I'm bringing up Sony, because Chinese labour activists who actually know things rate Sony as one of the worst offenders when it comes to slave labour)...
The world is evil. There. It is. For decades no wars on European ground (them pesky Yugoslavs aside, whoopie)... are you saying Europe is advanced? Morally superior?
We are in the business of administering evil that we have committed all over the world by
thugs-for-hire. We use products made by slaves, children etc etc... hey, low-wage slaves
probably buy slave-made products, too.
We export torture and replace the nasty images with millionaires bullying crappy wannabes on X-Factor. Cheers. Yay....
And you go and cherrypick the corporation you love to hate?
Well... wow. Excellent. That'll help future generations.
That'll put a big smile on that teen production-line worker's face who is not allowed to go to the loo for 14 hours and has to p*ss herself while making that joypad. Someone on a PC in Europe is standing up against overpriced gadgets.

Sorry, was this 'going too far'?

matt101101 / MOD  Aug. 1, 2012 at 18:04

Jan rant (are they patented :p)?

nylon01  Aug. 1, 2012 at 18:07

Exactly what do you know about profit margin?

You see the end product and think oh yes, it costs pennies to get this material made into this piece of metal. But you know nothing about getting a team of talented people who don't think inside the box to push human interaction and technology to give us a great experience, about putting patents and security in place so people don't steal your work and hours put in, about working with the right partners, about suppliers for the different components and organising them into one place, about creating the level of hype and desire, and about good customer service. Try doing this all this on an international scale, re-calculate your figures and tell me it was all done on the figure You think the Mac product is worth. What can I say, you get what you pay for.

Big corporations admire Apple. For them business is not just doing it for profits alone. And i don't even own an iPad…

JanSt / MOD  Aug. 1, 2012 at 18:19

Jan rant (are they patented :p)?
I'm working on it :p
I'm really quite mellow, too :D

matt101101 / MOD  Aug. 1, 2012 at 18:22

Big corporations admire Apple.
Big corporations are jealous of Apple's bank balance, possibly. Big corporations have admiration for Apple? I doubt it...

socialjeebus  Aug. 1, 2012 at 18:35

Exactly what do you know about profit margin?

You see the end product and think oh yes, it costs pennies to get this material made into this piece of metal. But you know nothing about getting a team of talented people who don't think inside the box to push human interaction and technology to give us a great experience, about putting patents and security in place so people don't steal your work and hours put in, about working with the right partners, about suppliers for the different components and organising them into one place, about creating the level of hype and desire, and about good customer service. Try doing this all this on an international scale, re-calculate your figures and tell me it was all done on the figure You think the Mac product is worth. What can I say, you get what you pay for.

Big corporations admire Apple. For them business is not just doing it for profits alone. And i don't even own an iPad…


Like Matt said, they admire Apple's bank balance which is mostly down to the profit margin made on each device. As for your arguments about putting a talented team together, patents, blah blah, are you having a laugh?

Name one valuable, proven patent that Apple has? A few designs, or the name 'appstore' is about the only ones that spring to mind and even that is under threat because it's a **** patent that once it becomes part of the English Language lexicon will no longer exist.

Apple didn't even think up the name iPad, they had to pay proview, twice for it.

Pondlife  Aug. 1, 2012 at 19:10

Exactly what do you know about profit margin?

Well they do publish their profits...

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