Amaya Toman Chief designer Jony Ive is leaving Apple to start his own company. Ive worked at Apple for almost three decades, and in addition to designing products (but also the interiors of Apple Stores) he was often cast in videos introducing new products from Apple. The style of these spots, in which Ive is dressed in a simple trick, looks mostly off-camera, and talks insightfully about the latest Apple products, has become one of the hallmarks of the company's marketing (and the target of many jokes). In today's article, we bring you an overview of the most important videos in which Ive performed.
1999, Jony Ive's year with hair
The videos in which Ive performed have several things in common – a simple style, the legendary Ive T-shirt, a pleasant voice with an unmistakable British accent and ... Ive's shaved head. But there were times when Ive could boast of a lush bush. The proof is a video from 1999 in which Apple's chief designer convinces us that computers can be sexy.
2009 and aluminum iMac
Although the above video dates back to 1999, and many of us might think that Jony Ive has been appearing in commercials since Steve Jobs returned to Apple, his career as a video vangelist is actually only about a decade old. It should be noted that Apple has chosen the right person for this role.
2010 and a completely different iPhone 4
Released in 4, the iPhone 2010 was different in many ways. Among other things, it boasted a completely new design that many users literally fell in love with. Apple was well aware of the revolutionary nature of the "four", and decided to promote its new smartphone in a video with Ive. He acted in it together with head of software Scott Forstall. He enthusiastically described the glass back cover of the smartphone and did not forget to emphasize that all the described details begin to make sense only when we take the "four" in our hands.
2010 and the first iPad
In 2010, a video was released in which Ive describes how easily things whose workings we cannot fully understand become somehow magical. "And that's exactly what the iPad is," he said, adding that even though it's a completely new product category for Apple, "millions and millions of people will know how to use it."
2012 and Retina MacBook Pro
In 2012, Apple introduced its MacBook Pro with a great Retina display. "It's without a doubt the best computer we've ever built," Ive said in the video — and it was very easy to believe him. Ive himself described himself as "obsessed" in this clip.
2012 and iPhone 5
The video promoting the iPhone 5 is in many ways no different from the promotional spot for the iPhone 4. But it was the first time that Ive's speech was underlined by an atmospheric, instrumental musical background, emphasizing Ive's words even more. The promotional spot for the iPhone 5 definitely fit Ive into the role of a technological philosopher.
2013 and the arrival of iOS 7
The iOS 7 promo spot was one of the rare times Ive talked insightfully about software instead of hardware. iOS 7 brought a number of very fundamental changes, and who better to introduce them to the world than Jony Ive.
2014 and Apple Watch Sport
Few people can talk about aluminum in an interested and interesting way for several minutes at a time. Jony Ive did it clearly in a video promoting the Apple Watch Sport in aluminum design.
2014 and the stainless steel Apple Watch
With the same passion with which he spoke to the world about aluminum, Jony Ive can also talk about stainless steel. Phrases like "known for its strength and resistance to rust" sound almost meditative from his mouth.
2014 and Gold Apple Watch Edition
But Jony Ive can also talk interestingly about gold - regardless of the fact that it is in connection with the fact that the 18-carat Apple Watch Edition stopped being sold due to its high price. Even here, however, he did not forget to properly emphasize the well-thought-out details of the watch. When you almost freeze that you can't buy them anymore...
2015 and twelve-inch MacBook
In 2015, Apple released a new line of MacBooks. Do you remember? Of course, their presentation could not be done without Ive. The promotional video is an impressive combination of Ive's voice, elaborate shots and an atmospheric musical background, and will not give you the slightest chance to doubt the perfection of the new machines from Apple.
2016 and iPad Pro
In the promotional video for the iPad Pro, Ive not only describes its contribution to design, but also mentions the secrecy that is so characteristic of Apple. He has said that the best ideas often come from the quietest voice—he might even seem to be reflecting on his own career at Apple.
2017 and the anniversary iPhone X
The iPhone X introduced a number of significant and fundamental changes to the product line of smartphones from Apple, and therefore it is logical that its presentation could not be done without Ive's participation. In the video, Ive manages to describe almost every one of the "dozen" features, starting with water resistance and ending with Face ID. There is no shortage of appropriately dramatic music and sophisticated shots.
2018 and Apple Watch Series 4
The video promoting the Apple Watch Series 4 can be seen in retrospect as Ive's swan song. This is the penultimate promotional spot in which Ive appears, and at the same time the last video with Ive that was broadcast as part of the Apple Keynote. Listen with us to the impressive description of the digital crown and other details of the fourth generation of smart watches from Apple.
2019 and the controversial Mac Pro
When Apple introduced its Mac Pro earlier this year, it also posted an accompanying promotional video online. Ive's name appears in it, but in addition to his voice, we can also hear Dan Ricco, Apple's senior vice president of hardware engineering. The "farewell" video might not blow your mind, but it has everything we love about Ive's videos: a British accent, close-ups, and of course, aluminum.
Source: The Verge
