In the design documentary, Objectified, by Gary Hustwit, Dieter Rams is asked if there is any company that really gets design today. He answers after a moment's pause: "Apple".
I believe Apple is integrating design down to lower levels than anyone has done before. Some companies talk about corporate DNA but Apple is going to Jurassic Park levels.
It feels natural. Even though the object has been artificially and painstakingly engineered with love.
In the design documentary, Objectified, by Gary Hustwit, Dieter Rams is asked if there is any company that really gets design today. He answers after a moment's pause: "Apple".
I believe Apple is integrating design down to lower levels than anyone has done before. Some companies talk about corporate DNA but Apple is going to Jurassic Park levels.
It feels natural. Even though the object has been artificially and painstakingly engineered with love.
Excerpt from "Objectified": Dieter Rams
http://www.youtube.com/watch?v=KBF1rOxWsxg
Excerpt from "Objectified": Jonathan Ive
http://www.youtube.com/watch?v=t0fe800C2CU
http://www.objectifiedfilm.com/