Jony Ive Talks All Things Apple with Hiroshi Fujiwara

Touching upon subjects like Steve Jobs, animoji and the new Apple Campus.

By //Tech

As you can imagine, a slew of influential individuals were invited to the Apple Keynote on Tuesday, September 12 for the unveiling of the iPhone X, celebrating 10 years of the mobile phone. Two of those individuals were Jony Ive, Apple’s chief design officer and Hiroshi Fujiwara, founder of GOODENOUGH, mastermind known for multiple fragment design collaborations and godfather in the streetwear scene out in Japan. The duo met up and discussed all three of Apple’s new iPhones: iPhone 8, iPhone 8 Plus and iPhone X and Ive discussed a few other Apple related topics with Fujiwara that were captured by DAZED.

Check out select excerpts of what Jony Ive told Hiroshi Fujiwara below.

On Steve Jobs:

The way that we began our event, with Steve’s words, I found exceptionally beautiful, particularly now at this time in the world. It’s this idea that the way that we express our gratitude and our love for humanity, is to try and make something. He said: ‘We may not shake their hand….but we’ve made something for humanity.’ And I think that there is, for many of us, that sort of innate desire to express our gratitude to the species. This is the way that we do it.

On animoji:

It’s something that we’ve been working on for years. We’re about to find out how people use animoji. We know that there’s a connection, but I’ve always loved this part, where we make a tool and then you give it to people and now we’re going to be surprised. The thing I know for sure is that, in six months’ time, there will be uses of the product that we hadn’t predicted. Fundamentally, I think it’s because of the creativity and tenacity of our customers.

On how the new Campus will help creativity:

It’s hard sometimes to schedule collaboration. And one of the things that is particularly important about the new campus is it was designed to create or to increase the probability of chance meetings. And so those very precious collaborations are very often those ones which aren’t scheduled, which aren’t predictable, but they’re those critical collaborations between experts of different disciplines.

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Dazed
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Hiroshi Fujiwara, Jony Ive
Hiroshi FujiwaraAppleJony Ive

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