14 DAY TRIAL // Apple has posted the iPhone 5 Video online, featuring the usual suspects in the executive ranks, including one Sir Jonathan Ive, whose level of dedication far exceeds anyone’s in the design industry.
Making such a prediction might be a little off the charts, but I truly believe that the iPhone 5 Video was Jony Ive’s moment of shine.
Sir Ive is not one to be short for words when it comes to his work – almost half of the iPhone 5 video is all about the milling and the machining behind the jaw-dropping unibody enclosure – and he should’t be.
How many of us truly understand the painstaking work that goes into making the next iPhone? The endless hours of tweaking. The countless mistakes you have to make to finally get it right. To achieve a design that deserves to be felt, not just described with words and pictures. To be remembered. Not just consumed.
To make one wish to use their iPhone just to grasp it.