Lab+1

====Jonathan Ives is head of Apple’s Design team who is Apple's Computer Senior Vice President of Industrial Design, and he is responsible for the imacs and ipods. Ives holds the technique referred to as ‘undesign’ (Unlokia) in apple products. This design hopes to further connect the user to the product. This is inevitable Ives states, “Of course it’s that way, why wouldn’t it be any other way?” (Unlokia). Apple has changed the way humans and computers physically interact. Ive removes design, placing functions—indicator light, power switches, etc, where they seem natural. Unlike other bulky monitors in the late 1990s, the iMac had a built-in handle to easily transport. The design made it invisible because of the specific placement. Its design was not “vying for attention if unnecessary” (Unlokia). Also, things like the built-in cameras on on the newer macs continue to follow the same design structure. Ives designs products so that users don't need to focus on design, have the best possible user experience, and as simple as possible to use. Ive's fits perfectly into Apple's team by giving them a competitive edge because of the new direction towards ‘Design and Innovation’ (Museum British Council) by accomplishing everything CEO Steve Jobs had visioned. ====