Ever since Jony Ive took over Apple’s industrial design, it has been important to Cupertino to make their products out of material with authenticity and substance, not just cheap plastic. In the pursuit of these goals, Apple has managed to revolutionize the mass-production of not one, but two different materials that had previously gone virtually unused in gadgets, at least externally: glass and aluminum. And Apple’s made big plays to experiment with even more cutting-edge materials, like Liquid Metal.
Here’s a question, then. Apple likes to make its Macs and iPhones out of materials that feel authentic, that give them a unique look and feel. In the pursuit of those materials, Apple has revolutionized at least a couple of industrial design processes.
So what if Jony Ive got it in his head to make iPhones out of wood?