Can Apple design for a new generation?

As the company's design guru moves on after 20 years, environmentally aware consumers have changing priorities.

Tim Bradshaw, Shannon Bond and Richard Waters

Jul 1, 2019 – 1.33pm

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One evening last October, Apple’s tight-knit team of designers took their seats in San Francisco’s Castro cinema, excited to watch the premiere of a new documentary about their hero Dieter Rams.

The legendary former head of design at German electronics manufacturer Braun, Rams’ simple and elegant line of appliances, clocks and record players embodied his maxim of “less, but better”. His influence has been felt keenly by Apple design chief Jony Ive, who has brought that ethos to his iPods, iPhones and dozens more Apple products over the past 20 years.

Financial Times