Tim Cook and Jony Ive are secretly fashionistas


The glass walls of Apple's spaceship are nearly complete.
The glass walls of Apple's spaceship are nearly complete.
Photo: Mario Testino/Vogue, March 2016

Jony Ive and Tim Cook graced the pages of fashion bible Vogue this week in a brief and slightly odd interview talking about everything from the new spaceship campus destined to open at the end of the year, to the iPhone-maker’s new status as a fashion icon.

“In what we do,” Tim Cook observed, “design is crucial, as it is in fashion.”

Apple’s been steering its ship deeper into the water of the fashion world ever by launching the Apple Watch and hiring a bevy of fashion house talent, and based on Jony Ive’s remarks, it sounds like Apple plans to dive much deeper into wearable tech.

“Nine years ago, the iPhone didn’t exist, and the most personal product we had was too big to carry around with you,” Jony Ive told Vogue. “The technology is at last starting to enable something that was the dream of the company from the very beginning—to make technology personal. So personal that you can wear it.”

Tim and Jony at the new Apple campus
Tim and Jony at the new Apple campus
Photo: Mario Testino, Vogue, March 2016

While Jony Ive got in all the poetic but scripted lines about fashion and design, Tim Cook was most enthusiastic about the gigantic pile of dirt right in the middle of Apple’s new campus. None of the dirt from the construction site will be removed and will instead be used to develop the forest of over 7,000 trees on the campus.

“Hard to know which is more beautiful, the building or that pile of dirt,” said the Apple CEO.

Architect Norman Foster, whose firm was commissioned by Steve Jobs in 2009 to build his grand vision for Apple’s inclusive campus, was also present for the Vogue interview. According to Norman, the 4 miles of curved glass that will be used for the spaceship’s walls was designed so that it doesn’t feel like there’s a barrier between works and forest in the heart of campus.

“The sheets of glass are so long, so clear, that you don’t feel that there is a wall between you and the landscape,” said Norman Foster. “And at the same time the building is an echo of the ethos of Apple, which designs artifacts that, though they fulfill all sorts of functions, exist abstractly in their own right.”


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