CCT333_Lab+1



//Review the Tutorial 1 movies, and describe Jonathan Ives and his theory of 'undesign' in relation to his work at Macintosh. (200 words) //
 * Tutorial #1 Wiki Question (2 marks): **

Jonathan Ives is a British man who started working for Apple since 1992. He is currently the Senior Vice President of the Industrial Design, Cupertino, California. He has created popular products dating back to the iMac made out of bright plastic colours to the most recent products such as the Macbook Air. Ives goes into detail about a theory or as one could understand as a standard that each and every Apple product embodies, the ‘undesigned’. Ives theory concerning the ‘undesigned’ explains the idea that design is based on both rational understanding and reason, meaning that it is not simply ‘designed’ a certain way, it is intended to be that way. The product is derived from ‘fact’ and not something this is created. Furthermore, Ives explains this concept when referring to the Macbook Air and the different parts that are incorporated into the final product. Ives explains that each part of the Macbook Air is somehow connected to each other and as well as the user in a way that can e easily explained as to why they are connected. For example he opens up the bottom of the laptop with the pull of a piece of the laptop which then opens up where the battery of the laptop is stored. This example specifically shows how one part of a product is connected to another; each part holds a significance and special role in how the Macbook Air functions. He made it clear that him and his design team tried to eliminate all unecessry parts. Personally, based on Ives theory, I believe the reason Apple does so well in sales is because of the products simplicity, which is derived from the ‘undesigned’ theory Ives speaks about.