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Apple’s Ive says iPhone was ‘nearly shelved’

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By Charles Starrett

Contributing Editor
Published: Tuesday, July 31, 2012
News Categories: iPhone

At a recent speaking engagement, Apple senior vice president of industrial design Jonathan Ive revealed that Apple thought about ceasing work on the iPhone at multiple points during its development, the Independent reports. “There were multiple times where we nearly shelved the phone because we thought there were fundamental problems that we can’t solve,” Ive said, explaining that one such problem involved an early prototype “where I put the phone to my ear and my ear dials the number” accidentally. Ive went on to explain that Apple frequently kills internal projects that are “good” but not necessarily up to the company’s exacting standards.

“We have been, on a number of occasions, preparing for mass production and in a room and realized we are talking a little too loud about the virtues of something. That to me is always the danger, if I’m trying to talk a little too loud about something and realizing I’m trying to convince myself that something’s good,” he said. “You have that horrible, horrible feeling deep down in your tummy and you know that it’s OK but it’s not great. And I think some of the bravest things we’ve ever done are really at that point when you say, ‘that’s good and it’s competent, but it not’s great’.”

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Comments

1

So, basically, more myth making from the PR department for Apple?

I mean, I get it, Apple aims to make products that WOW consumers, but they need to lay off the BS shoveling lest someone be drowned in the manure, because they have shipped plenty of products that weren’t even up to *good* (3G shuffle anyone?), and more times than I’ve liked went with “merely adequate for the marketplace but, don’t worry, our fans will settle” (e.g. camera on the 4G touch, the 4G touch itself still being “current” in 2012, the 2G touch still being sold new in through fall 2010, the RAM on every single iOS device including the third generation iPad, no user expansion of storage after several years of consumer demand and near ubiquity in competing devices, etc., etc..).

Posted by Code Monkey in Midstate New York on July 31, 2012 at 11:19 AM (PDT)

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