“We care about making great products, but we’ve worked equally hard at making a great team and culture. A lot of that came from the beginning. Steve defined Apple by its design,” says Alan Dye, VP of human interface design. Read more:
The focus on photography obviously had an impact on hardware design, both in terms of how the lenses are grouped and delineated, but also the way in which the camera software evokes the incremental dials of traditional analogue equipment. All this required an immense amount of research, studying, and photographing vintage cameras, from their materials down to the typefaces and layouts on the cases. A new font, SF Camera, was created, complete with a ‘boxy’, analogue feel.
Technology is becoming more intimate. The infinite variety of emojis is one thing, but giving the customer choice and personality within the context of a mass-produced industrial object is quite another. This was the challenge of the Watch. ‘Apple Watch is such a great example of the work that we do collectively in the studio,’ says Hankey. Theincreases screen size by 20 per cent to cover practically the entire face of the watch.
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