The super-expensive gold Apple Watch Edition is enough to get your knickers in a twist. Photo: Leander Kahney/Cult of Mac
When Steve jobs co-founded Apple, his vision was to democratize technology.
At the time, computers were for governments and rich corporations. Jobs wanted everyone to have their own computer — a crazy idea back in the ’70s. The slogan for the original Macintosh was “the computer for the rest of us.”
For the next 30 years, Jobs worked hard to realize that mission. Although Apple has never made the cheapest computers, in general, the trend has been cheaper and more accessible, from the Mac to the iPhone. For most people, Apple’s products are largely affordable.
This is why the gold Apple Watch Edition — which starts at $10,000 — bugs me. It’s not a watch for the rest of us. It’s a watch for everyone but us. It’s a watch for the one percent.
I love gooooold! And so does the new MacBook. Photo: Apple
“We set out to completely reinvent the notebook,” Tim Cook told the crowd during today’s Apple event. “And we did it.”
Apple introduced it’s biggest redesign of the MacBook since the original MacBook Air was released in 2007. The new notebook comes weighing in at just 2 pounds and 13.1mm thick, despite boasting a Retina display with a 2,304-by-1,440 resolution.
The thinness of the new MacBook isn’t the only thing that’s impressive. There’s a new Taptic TouchPad, thin keyboard and USB C. Plus, Apple invented new terraced batteries to squeeze juice into every cranny of the all-metal housing, giving you 10 hours of use on a single charge.
Even the gold in the Apple Watch Edition will be special. Photo: Apple
Jony Ive’s new interview with The Financial Times is packed with nerdy details on the Apple Watch and the designer’s life. Slipped in among the juicy design bits, Sir Jonathan also hints that Apple invented an entirely new form of gold just for the timepiece.
“The molecules in Apple gold are closer together, making it twice as hard as standard gold,” Ive says.
Wait. Gold is a metal. Does Apple’s design studio exist in another dimension?
The world’s most famous designer, Jony Ive. Photo: Apple
If Jony Ive sometimes missed out on getting his rightful credit while Steve Jobs was steering the ship at Apple, that same accusation can’t be made today. Following on from the recent superb New Yorker profile about Ive and the Apple Watch, Apple’s superstar design guru is the recipient of another profile (complete with interview), this time with the Financial Times.
The story’s not nearly as in-depth as the 10,000-word New Yorker piece, but it still has a few interesting observations about Ive’s approach to technology and the unique design challenges of working on the Apple Watch — including why the Apple Watch was a very different prospect for Ive than working on the iPhone.
Apple’s tiny white tent nestles between buildings at San Francisco’s Yerba Buena Center for the Arts. Photo: Jim Merithew/Cult of Mac
SAN FRANCISCO — Another Apple event, another mysterious building sprouting up seemingly overnight. They pop up to shield Apple’s prep work from prying eyes, but they also fuel the imaginations of anybody who’s interested in Cupertino’s next move.
The latest such structure — this time with solid white walls and a tented, tarp-like roof — isn’t nearly as elaborate as the gigantic building erected before last fall’s Apple Watch event, but the mysteries concealed could be gigantic.
The big reveal comes at the Yerba Buena Center for the Arts next Monday, when we will almost assuredly learn more about the Apple Watch (among other things). Until then, all we can do is wait and wonder: What could be hidden inside Apple’s mystery tent?
Zane Lowe and Kanye West during emotional interview: Photo: BBC
Zane Lowe, BBC DJ and future Apple employee, sat down with Kanye West today to talk about a number of subjects, including what the rapper’s amazingly innovative company will look like when it hits his projected $1 trillion valuation.
West didn’t sound too sure about the products he’ll be selling, but he pointed to some advice he got from none other than Apple design legend Jony Ive, saying innovation is basically overrated.
In his breathtaking profile of Jony Ive in the latest issue of The New Yorker, Ian Parker drops a bombshell. You know that crossguard lightsaber in J.J. Abrams’ new Star Wars movie? The gnarly, rough-around-the-edges one seen in the latest trailer? You can give Ive credit for inspiring it.
That got Martin Hajek thinking. The Dutch CGI modeler, who always loves rendering potential Ive designs, wondered what it would look like if Apple produced a lightsaber. Not something rough and spitty, but just as refined as any other Apple product. And so, the iSaber was born.
The mythical, elusive, rarely-seen-in-the-wild, Apple ID team. Photo: D&AD Awards
Jony Ive and his infamous design team aren’t simply creating the Apple products you use and love, their influence is reshaping Apple itself. On this episode, we look back at Jony’s humble start, and examine how Sir Ive and team became the powerful core of the world’s greatest company. Plus, we bet you just can’t wait to get behind the wheel of your very own Apple-made … minivan? We’ll fill you in on the latest Apple car rumors.
Our thanks to Sanebox.com for supporting this episode. Sanebox’s algorithms learn which emails you want to see and puts the rest into a daily digest you can review and delete with one click. See how accurate it is with a free trial.
What will the Apple Car even look like? Cover design: Stephen Smith
An Apple Car? Yep, you know it! Cupertino is all abuzz with latest evidence that the fruit-flavored computing company is taking a run at the highway with a possible new iCar, and we’ve got Lewis with the features we’d like to see there. Plus, Luke spends some time with the exhaustive New York Times post on Jony Ive, design genius, Alex dives deep into your new favorite iPhone game (Alto’s Adventure), David chats about one auteur’s thoughts on the film completely shot on an iPhone 5s, and Luke gets the inside scoop on one 25-year-old who’s made 600 iOS apps without even knowing how to code.
All this, plus a ton more (see below) in this week’s Cult of Mac Magazine, ready for download at your pleasure.
Motorola’s CEO isn’t happy about what Jony Ive told the New Yorker about his company. Photo: Motorola
In Ian Parker’s excellent New Yorker profile of Apple’s Jony Ive, the Apple design maestro is mentioned to be disparaging of an unnamed competitor who allows customers to make their devices into “whatever you want.”
Apparently, Motorola thinks the comment was about them, and Motorola CEO Rick Osterloh is now firing back, calling Apple’s pricing “outrageous” and taking issue with Ive’s comments.