iPhone Almost Axed Over Development Issues: Apple Design Chief
Apple's design lead Sir Jonathan Ive reveals the iPhone was almost axed as he and Steve Jobs struggled to perfect the game-changing device.Although it seems hard to imagine a world without Apples ubiquitous and game-changing iPhone smartphone, Apples senior vice president of industrial design Jonathan Ive revealed the project was almost canned due to the numerous challenges they faced trying to perfect the device. Steve Jobs, co-founder and former CEO, was so focused on making a truly great product that he and Ive were willing to dustbin less-than-worthy concepts. "There were multiple times where we nearly shelved the phone because we thought there were fundamental problems that we can't solve," the U.K. newspaper The Independent reported Ive saying at a British Business Embassy event. Ive, who has helped design the MacBook Pro, iMac, MacBook Air, iPod, iPod Touch and iPad, said the company makes so few products because it gives the company time to put an extraordinary amount of care in designing each product.
"We have been, on a number of occasions, preparing for mass production and in a room and realized we are talking a little too loud about the virtues of something. That to me is always the danger, if I'm trying to talk a little too loud about something and realizing I'm trying to convince myself that something's good, Ive continued in the papers report. "You have that horrible, horrible feeling deep down in your tummy and you know that it's OK, but it's not great. And I think some of the bravest things we've ever done are really at that point when you say, 'that's good and it's competent, but it not's great.'"