Will Self

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Jony Ive: The Genius Behind Apple’s Greatest Products – review

January 24, 2014

“Quoting his subject’s words at the head of the chapter on the design and development of Apple’s iPhone, Leander Kahney makes Jony Ive sound oracular: “When we are at these early stages in design … often we’ll talk about the story for the product — we’re talking about perception. We’re talking about how you feel about the product, not in a physical sense, but in a perceptual sense.” Throughout his biography of Apple’s design magus for nigh on the past two decades, Kahney comes at Ive’s notion of the “narrative” of a product time and again, but it’s this formulation that most closely approaches the metaphysical, seemingly suggesting that all those iMacs, PowerBooks, iPods and iPads that Ive has been responsible for mind-birthing should be considered not as mere phenomena, but actual noumena; for, what else can he mean by “perceptual” — as  distinct from “physical” — if not some apprehension of how the iPhone is in itself, freed from the capacitive touch of our fingers?

“You may find this rather too high-flown for a mobile phone — or a laptop, or a tablet computer for that matter — but when it comes to Apple and its products the sky is no limit: in 2012, the company founded 36 years earlier in the garage of a Californian bungalow by Steve Jobs, Steve Wozniak and Ronald Wayne, reached a market capitalisation of $660bn, surpassing the record set by Microsoft in 1999 and making it the most valuable publicly traded company ever. It is in the perception (and I use the term here in an ordinary language, non-Ive sense) that Apple piled up this mountain of pelf not simply by flogging clever electronic gizmos, but by somehow altering global consciousness, that the company’s own identity finds its fullest expression. Other tech giants may have their schticks — Microsoft slick and savvy, Google cuddly and approachable, Facebook brash and sophomoric — but only Apple claims to have elevated its marketing strategy to the status of a transcendental aesthetic.”

Read the rest of Will’s review of the book at the Prospect website here.

Will’s Latest Book

Will Self - Elaine
Will Self's latest book Elaine will be published in hardback by Grove on September 5 2024 in the UK and September 17 2024 in the USA.

You can pre-order at Amazon.co.uk and Amazon.com

Will’s Previous Books

Will Self - Will
Will
More info
Amazon.co.uk

  Will Self - Phone
Phone
More info
Amazon.co.uk
Amazon.com
Shark
Shark
More info
Amazon.co.uk
Amazon.com
  Umbrella
Umbrella
More info
Amazon.co.uk
Amazon.com
The Unbearable Lightness Of Being A Prawn Cracker
The Unbearable Lightness Of Being A Prawn Cracker
More info
Amazon.co.uk
  Walking To Hollywood
Walking To Hollywood
More info
Amazon.co.uk
Amazon.com
The Butt
The Butt
More info Amazon.co.uk
Amazon.com
  Grey Area
Grey Area
More info
Amazon.co.uk
Amazon.com
Junk Mail
Junk Mail
More info
Amazon.co.uk
Amazon.com
  Great Apes
Great Apes
More info
Amazon.co.uk
Amazon.com
Cock And Bull
Cock And Bull
More info
Amazon.co.uk
Amazon.com
  The Quantity Theory Of Insanity
The Quantity Theory Of Insanity
More info
Amazon.co.uk
Amazon.com
The Sweet Smell Of Psychosis
The Sweet Smell of Psychosis
More info

Amazon.co.uk
Amazon.com
  My Idea Of Fun
My Idea Of Fun
More info
Amazon.co.uk
Amazon.com
The Book Of Dave
The Book Of Dave
More info
Amazon.co.uk
Amazon.com
  Psychogeography
Psychogeography
More info
Amazon.co.uk
Amazon.com
Psycho Too
Psycho II
More info
Amazon.co.uk
Amazon.com
  Liver
Liver
More info
Amazon.co.uk
Amazon.com
How The Dead Live
How The Dead Live
More info
Amazon.co.uk
Amazon.com
  Tough Tough Toys For Tough Tough Boys
Tough Tough Toys For Tough Tough Boys
More info
Amazon.co.uk
Amazon.com
Dr Mukti And Other Tales Of Woe
Dr Mukti And Other Tales Of Woe
More info
Amazon.co.uk
Amazon.com
  Dorian
Dorian
More info
Amazon.co.uk
Amazon.com
Feeding Frenzy
Feeding Frenzy
More info
Amazon.co.uk
Amazon.com
  Sore Sites
Sore Sites
More info
Amazon.co.uk
Amazon.com
Perfidious Man
Perfidious Man
More info
Amazon.co.uk
Amazon.com
  The Undivided Self
The Undivided Self
More info Amazon.co.uk
Amazon.com
Bloomsbury  
Penguin

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