• Sir Jonathan Ive: The iMan cometh

  • 乔纳森·艾维爵士:苹果帝国的巨人

  • Sir Jonathan Ive, Jony to his friends, is arguably one of the world’s most influential Londoners. The 45-year-old was born in Chingford — and went to the same school as David Beckham. He met his wife, Heather Pegg, while in secondary school. They married in 1987, have twin sons and now live in San Francisco.
  • 乔纳森·艾维爵士,他的朋友都叫他乔恩,是备受争议的全世界最有影响力的伦敦人之一。现年45岁的乔纳森出生于英国的青福德区,曾就读于与贝克汉姆相同的学校。乔纳森在中学的时候邂逅他的妻子希瑟·佩格,并于1987年结婚,育有一对双胞胎儿子,一家四口现居住于旧金山市。
  • As Apple’s Senior Vice President of Industrial Design, he is the driving force behind the firm’s products, from the Mac computer to the iPod, iPhone and, most recently the iPad. He spoke exclusively to the Evening Standard at the firm’s Cupertino headquarters.
  • 作为苹果公司的工业设计资深副总裁,从Mac一体机到ipod, iphone和最近的ipad,乔纳森是这一系列产品的源动力。他最近在公司的库柏蒂落总部接受了Evening Standard的独家采访。
  • Q: You recently received a Knighthood for services to design - was that a proud moment?
  • 问:您最近因为出色的设计而获得爵士勋章,感到自豪吗?
  • A: I was absolutely thrilled, and at the same time completely humbled. I am very aware that I’m the product of growing up in England, and the tradition of designing and making, of England industrialising first. The emphasis and value on ideas and original thinking is an innate part of British culture, and in many ways, that describes the traditions of design.
  • 答:当然我很激动,同时也感到很谦卑。我很清楚我是在英国的工业化和传统的设计制造环境中成长起来的。我的设计理念的重点和价值都传承于传统的英国文化色彩。
  • Q: Is London still an important city for design?
  • 问:对于设计而言,伦敦依然是一个重要的城市吗?
  • A: I left London in 1992, but I’m there 3-4 times a year, and love visiting. It’s a very important city, and makes a significant contribution to design, to creating something new where previously something didn’t exist.
  • 答:我在1992年离开伦敦,但是很喜欢每年故地重游三四次。伦敦是一个非常重要的城市,对于激发设计和创新灵感有着举足轻重的作用。
  • Q: How does London differ from Silicon Valley?
  • 问:伦敦和硅谷有哪些不同呢?
  • A: The proximity of different creative industries and London is remarkable, and is in many ways unique. I think that has led to a very different feel to Silicon Valley.
  • 答:从很多方面来讲,伦敦的多元化创造性工业和它自身都非凡独特。我觉得这会带给你和硅谷完全不同的感受。
  • Q: Why did you decide to move to California?
  • 问:您为什么决定搬到加州呢?
  • A: What I enjoy about being here is there is a remarkable optimism, and an attitude to try out and explore ideas without the fear of failure. There is a very simple and practical sense that a couple of people have an idea and decide to form a company to do it. I like that very practical and straightforward approach.
  • 答:我最喜欢这里非同寻常的乐观主义‘不断尝试的努力和不怕失败的拓宽思路。在这里一切都很简单和实际,人们只要有想法,就可以聚在一起组成公司来实现它。我喜欢这种实际可行而且直接的方式。
  • There’s not a sense of looking to generate money, its about having an idea and doing it - I think that characterises this area and its focus.
  • 人们不是为了追求赚钱,而是为了拥有想法然后去实现它--我想这就是硅谷的特征和精髓。
  • Q: What makes design different at Apple?
  • 问:苹果的设计有什么与众不同的地方?
  • A: We struggle with the right words to describe the design process at  Apple, but it is very much about designing and prototyping and making. When you separate those, I think the final result suffers. If something is going to be better, it is new, and if it’s new you are confronting problems and challenges you don’t have references for. To solve and address those requires a remarkable focus. There’s a sense of being inquisitive and optimistic, and you don’t see those in combination very often.
  • 答:我们很难用合适的语言来描述苹果的工艺加工过程,主要是关于设计、原型设计和制造。如果把这些流程拆分开来,我想最终结果一定很糟。如果有些事物要变得越来越好,一定是新生的,这样的话你一定会面对很多从没遇到的问题和挑战。要解决和定位这些问题就需要非凡的专注。苹果就具有这种探寻和乐观的精神,而这两者的结合并不常见。
  • Q: How does a new product come about at Apple?
  • 问:苹果的新产品是怎样创造出来的?
  • A: What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but then the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
  • 答:这听起来也许很幼稚,但我之所以热爱具有创造性的工艺过程,就是因为有一种想法,那就是有一天没有了任何的想法和解决方案,但是第二天又有新的想法冒出来。这种想法让我及其的兴奋和卓越。
  • The nature of having ideas and creativity is incredibly inspiring. There is an idea which is solitary, fragile and tentative and doesn’t have form.
  • 拥有想法和创造性的本性带给我难以置信的鼓舞。我总会有独特的、站不住脚的、尝试性的和没有成型的想法。
  • What we’ve found here is that it then becomes a conversation, although remains very fragile.
  • 然后我们就会发现这个想法变成了话题,尽管它依然脆弱。
  • When you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation. But when you made a 3D model, however crude, you bring form to a nebulous idea, and everything changes - the entire process shifts. It galvanises and brings focus from a broad group of people. It’s a remarkable process.
  • 最具有戏剧性的转变就是当你发现这个抽象的想法正在慢慢的演变成一个实实在在的话题的时候。但是当你做出一个三维模型的时候,尽管只是给朦胧的想法作出一个粗糙的原型,一切都随之改变了--整个工艺过程都转变了,这激励了一大群人并引起他们的关注。这是一个意义非凡的过程。
  • Q: What makes a great designer?
  • 问:什么造就一个杰出的设计者?
  • A: It is so important to be light on your feet, inquisitive and interested in being wrong. You have that  wonderful fascination with the what if questions, but you also need absolute focus and a keen insight into the context and what is important - that is really terribly important. Its about contradictions you have to navigate.
  • 答:思维敏捷、具有好奇心和勇于犯错都是很重要的。你要乐于探寻“如果...会”的问题,对背景和重要的事物要有绝对的专注和敏锐的洞察力--这是极其重要的,关乎你要探索的矛盾问题。
  • Q: What are your goals when setting out to build a new product?
  • 问:开创新产品的时候,你的目标是什么?
  • A: Our goals are very simple - to design and make better products. If we can’t make something that is better, we won’t do it.
  • 答:我们的目标非常简单--设计和制造更好的产品。如果我们无法拿出更好的产品,我们就不会去做。
  • Q: Why has Apple’s competition struggled to do that?
  • 问:问什么苹果的竞争对手很难做到这一切?
  • A: That’s quite unusual, most of our competitors are interesting in doing something different, or want to appear new - I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us - a sincere, genuine appetite to do something that is better. Committees just don’t work, and it’s not about price, schedule or a bizarre marketing goal to appear different - they are corporate goals with scant regard for people who use the product.
  • 答:这很不同寻常。我们的大部分竞争对手热衷于做出不同的或看起来全新的产品--我想那是完全错误的目标。新产品必须是真真正正地改善了。这要求真实的自律,这也是我们的驱动力--真诚并真正地追求完善。委员们并不工作,这也无关价格、日程或是怪异的拿出不同产品的市场目标--而是几乎无关用户的公司整体目标。
  • Q: When did you first become aware of the importance of designers?
  • 问:你是什么时候开始意识到设计者的重要性?
  • A: First time I was aware of this sense of the group of people who made something was when I first used a Mac - I’d gone through college in the 80s using a computer and had a horrid experience. Then I discovered the mac, it was such a dramatic moment and I remember it so clearly - there was a real sense of the people who made it.
  • 答:我第一次意识到这群设计者的理念实在我第一次使用Mac一体机的时候。我在八十年代读大学的时候使用过计算机,那是极其糟糕的体验。但是当我发现Mac的时候,那是如此难以忘怀的时刻,以至于我至今仍记得清清楚楚--这才是真正的设计!
  • Q: When you are coming up with product ideas such as the iPod, do you try to solve a problem?
  • 问:当你想出iPod的设计理念的时候,你是在试图解决某个问题吗?
  • A: There are different approaches - sometimes things can irritate you so you become aware of a problem, which is a very pragmatic approach and the least challenging.
  • 答:有很多种做事的方式存在。有时候有些事情能激发你知晓问题的存在,这是最实际也是最不具有挑战性的方式。
  • What is more difficult is when you are intrigued by an opportunity. That, I think, really exercises the skills of a designer. It’s not a problem you’re aware of, nobody has articulated a need. But you start asking questions, what if we do this, combine it with that, would that be useful? This creates opportunities that could replace entire categories of device, rather than tactically responding to an individual problem. That’s the real challenge, and that’s what is exciting.
  • 更难的事情往往是被某些偶然的机遇引发的。我认为这才是对设计者技能的真正锻炼。这并不是你能意识到的问题,没有人能清晰地表达出需求。但是当你开始问问题的时候,如果我们这样做,和那样做结合起来,会有用吗?这就会创造出很多能取代整个产品的机会,远远超过只是单纯地解决某个独立的问题。这才是真正的挑战,让人激动!
  • Q: Has that led to new products within Apple?
  • 问:这种方式导致苹果不断推陈出新吗?
  • A: Examples are products like the iPhone, iPod and iPad. That fanatical attention to detail and coming across a problem and being determined to solve it is critically important - that defines your minute by minute, day by day experience.
  • 答:iPhone,iPod和iPad都是很好的例子。那种对细节的超凡关注和遇到问题并解决问题的决心是极其重要的,这正铸造了你日积月累的经验。
  • Q: How do you know consumers will want your products?
  • 问:你如何知道用户会购买你们的产品?
  • A: We don’t do focus groups - that is the job of the designer. It’s unfair to ask people who don’t have a sense of the opportunities of tomorrow from the context of today to design.
  • 答:我们并没有做专门的调查,那是设计者的工作。如果一些人没有从当下的环境预测未来机会的感知,却被要求来做设计,那是很不公平的。
  • Q: Your team of designers is very small - is that the key to its success?
  • 问:你的设计团队规模很小--这是成功的关键吗?
  • A: The way we work at Apple is that the complexity of these products really makes it critical to work collaboratively, with different areas of expertise. I think that’s one of the things about my job I enjoy the most. I work with silicon designers, electronic and mechanical engineers, and I think you would struggle to determine who does what when we get together. We’re located together, we share the same goal, have exactly the same preoccupation with making great products.
  • 答:我们在苹果的工作方式就是,不同领域的专家们相互协调工作,以应对各种产品的复杂性,这是至关重要的。这也是我工作中最享受的事情之一。我和芯片设计师、电子工程师和机械工程师们一起工作的时候,很难决定谁该干什么。我们聚在一起,拥有共同的目标,都相当投入地制造着优秀的产品。
  • One of the other things that enables this is that we’ve been doing this together for many years - there is a collective confidence when you are facing a seemingly insurmoutable challenge, and there were multiple times on the iPhone or ipad where we have to think ‘will this work’ we simply didn’t have points of reference.
  • 另一个因素就是,我们一起合作了很多年--当我们遇到难以克服的挑战时,我们团结自信。我们设计iPhone和iPad的时候,就有很多次我们都不得不去思考“这行的通吗”,就是没有任何参考可以借鉴。
  • Q: Is it easy to get sidetracked by tiny details on a project?
  • 问:在设计项目的时候,是不是很容易被一些小细节牵绊?
  • A: When you’re trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product. I think that is where having years and years of experience gives you that confidence that if you keep pushing, you’ll get there.
  • 答:当你试图解决新产品中的问题时,你会专注于那些主产品外围的问题。这些问题的解决看起来有点抽象,也很容易让人失去对产品的整体观。我认为只有经过很多年的经验积累,才会带给你那种自信,就是只要不断努力尝试,问题一定会得到解决。
  • Q: Can this obsession with detail get out of control?
  • 问:这种对细节的过度专注会不会失控?
  • A: It’s incredibly time consuming, you can spent months and months and months on a tiny detail - but unless you solve that tiny problem, you can’t solve this other, fundamental product.
  • 答:这些小细节极其的消耗时间,在一个细微的小细节上你可能会花上好几个月,知道你解决问题为止。否则你就不可能去完善产品的主题。
  • You often feel there is no sense these can be solved, but you have faith. This is why these innovations are so hard - there are no points of reference.
  • 你经常会觉得这种问题更本就不能解决,但是你有信念。这就是为什么这些创新是如此的艰难,你没有前车之鉴可以参考。
  • Q: How do you know you’ve succeeded?
  • 问:您如何得知您成功了?
  • A :It’s a very strange thing for a designer to say, but one of the things that really irritates me in products is when I’m aware of designers wagging their tails in my face.
  • 答:这对一个设计者来说是很奇怪的问题,但是设计产品的时候,真正激怒我的就是发现有设计者讨好我。
  • Our goal is simple objects, objects that you can’t imagine any other way. Simplicity is not the absence of clutter. Get it right, and you become closer and more focused on the object. For instance, the iPhoto app we created for the new iPad, it completely consumes you and you forget you are using an iPad.
  • 我们的目标很简单,简单到你想象不出其他的方式。简单并不意味着不烦杂。只要你领悟了这一点,你就离目标更近了,也更专注了。例如,我们为新iPad创造的iPhoto应用软件,就会彻底地征服你,让你忘记自己正在使用iPad.
  • Q: What are the biggest challenges in constantly innovating?
  • 问:不断地创新过程中,最大的挑战是什么?
  • A: For as long as we’ve been doing this, I am still surprised how difficult it is to do this, but you know exactly when you’re there - it can be the smallest shift, and suddenly transforms the object, without any contrivance.
  • 答:尽管我们一直在不断地创新,我依然惊讶于它的困难程度。但是当你真的实现目标了,你就会发现--只要一个很小的变动,就会突然转变成一个目标,不需要任何的发明。
  • Some of the problem solving in the iPad is really quite remarkable, there is this danger you want to communicate this to people. I think that is a fantastic irony, how oblivious people are to the acrobatics we’ve performed to solve a problem - but that’s our job, and I think people know there is tremendous care behind the finished product.
  • iPad的设计过程中,有些问题的解决是非常卓越的,你总是想告诉人们这一点。我想这是一个奇妙的讽刺,人们对我们解决问题的大量付出并不关心,但那却是我们的工作,但我想人门还是知道最终产品的背后一定有我们的巨大付出。
  • Q: Do consumers really care about good design?
  • 问:消费者们真地在乎好的设计吗?
  • A: One of the things we’ve really learnt over the last 20 years is that while people would often struggle to articulate why they like something - as consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed. It’s one of the thing we’ve found really encouraging.
  • 答:在过去的二十年中,我们这正学到的经验之一就是,当人们总是想清晰地描述出他们的喜好的时候,或是讥讽贪婪的时候,我们能清楚地理解并感知设计中需要尤其关注的地方。这是真正鼓舞人心的事情之一。
  • Q: Users have become incredibly attached, almost obsessively so, to Apple’s products - why is this?
  • 问:人们越来越依赖并迷恋苹果的产品,为什么会这样呢?
  • A: It sound so obvious, but I remember being shocked to use a Mac, and somehow have this sense I was having a keen awareness of the people and values of those who made it.
  • 答:这好像是显而易见的,但我记得我初次使用Mac电脑时的震惊,而且从某种程度上我能感觉到我对设计制造它的人和他们的价值观的热诚和关注。
  • I think that people’s emotional connection to our products is that they sense our care, and the amount of work that has gone into creating it.
  • 我想人们对苹果产品的情节在于他们能感知到我们的关心,和我们创造这些产品时的大量付出。
0 Comments