I have always regarded Apple products – and the kind words Jony Ive has said about me and my work – as a compliment. Without doubt there are few companies in the world that genuinely understand and practise the power of good design in their products and their businesses.
I have always observed that good design can normally only emerge if there is a strong relationship between an entrepreneur and the head of design. At Apple this situation exists - between Steve Jobs and Jony Ive.
Apple has managed to achieve what I never achieved: using the power of their products to persuade people to queue to buy them.
I am troubled by the devaluing of the word “design”. I find myself now being somewhat embarrassed to be called a designer. In fact I prefer the German term, Gestalt-Ingenieur. Apple and Vitsoe are relatively lone voices treating the discipline of design seriously in all corners of their businesses. They understand that design is not simply an adjective to place in front of a product’s name to somehow artificially enhance its value. Ever fewer people appear to understand that design is a serious profession; and for our future welfare we need more companies to take that profession seriously.