If only Ive would spread his aesthetic beyond hardware


In response to your recent Voxpop asking what Jonathan Ive should do next (DW 10 March), in terms of design purity, innovation and expression, his work for Apple is often compared to Dieter Rams’ legacy at Braun. However, Rams designed many ’everyday’ items, while Ive is often accused of creating fetish objects for Apple-heads.

I would love to see him bury this by launching a British company, spreading his distinct aesthetic beyond just hardware. Slick, minimalist products for the whole world – just think of the shavers, toasters and coffee makers he could treat us to.

Nick Bax, Founder, Human, by e-mail

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