Jony Ive speaks about the tragedy of design education

Sir Jony Ive gave a talk at London’s Design Museum, focusing on what he considers a tragic direction taken by UK design schools.

Speaking at London’s Design Museum last night, Ive attacked design schools for failing to teach students how to make physical products and relying too heavily on “cheap” computers.

“So many of the designers that we interview don’t know how to make stuff, because workshops in design schools are expensive and computers are cheaper,” said Ive.

“That’s just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.”

Ive, who is Apple’s senior vice president of design, said that students were being taught to use computer programs to make renderings that could “make a dreadful design look really palatable”.

Sir Jony also spoke about Apple’s design approach:

Picking up on statements he originally made in 2012, Ive said that Apple – named the world’s most valuable brand by Forbes in 2013 – had become one of the world’s biggest companies by not chasing profit and instead focusing on “integrity”.

“We’ve tried very hard to be very clear, and this is absolutely sincere, that our goal at Apple isn’t to make money,” he said.

“We’re not naive. We trust that if we’re successful and we make good products, that people will like them. And we trust that if people like them, they’ll buy them. Operationally we are effective and we know what we’re doing and so we will make money. It’s a consequence.”

“You can look at something we’ve done and it costs a lot more to make it the way that we want to make it. I can’t justify that extraordinary additional amount of money to make it other than it’s the right thing to do. It’s made it better. There’s integrity there. You hope that people can tell the difference.”

There’s a lot more. A terrific read, all the way through.