Why Jony Ive rides in a chauffeured Bentley

By

This is the luxurious interior of the Bentley Mulsanne, Jony Ive's chauffeur-driven car.
This is the luxurious interior of the Bentley Mulsanne, Jony Ive's chauffeur-driven car.
Photo: Bentley Motors

The striking thing about Motor Trend‘s piece on the rumored Apple car is all the talk of the “user experience.”

The various auto designers and experts interviewed by Motor Trend speculate that Apple will try to redefine the car “experience.” They talk about stuff like acoustics, and look and feel, rather than specs like miles per gallon or engine torque.

They predict that Apple will bring a better “user experience” to the car of the future, not just a better physical product.

This reminded me of interviewing Apple’s designers for my Jony Ive book. They explained that the design group takes exactly this approach when thinking about new Apple products. Instead of starting with chip speeds or screen resolutions, they begin by asking each other how the new product should make the user feel.

And thinking about this made me realize why Jony Ive has a chauffeur. It’s not because he’s a one percenter. It’s about Project Titan, Apple’s future car.

Jony Ive: Why Experience Is More Important Than Megapixels

By

Jony Ive with Craig Federighi, Apple's senior vice president of software engineering. (Photo: Apple)
Jony Ive with Craig Federighi, Apple's senior vice president of software engineering.

With the launch of two new iPhones, Apple’s top designer Jonathan Ive granted very rare back-to-back interviews with USA Today and Bloomberg Businessweek.

Having read everything he’s ever said in preparation for my book about him (due mid-November), I recognized the usual Jony Ive talking points; the striving for simplicity, the importance of caring, and so on.

But there are a couple of paragraphs in the USA Today that especially gave me a strong sense of Deja vu.