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<pre><pre>Here are the most important - and indulgent - product videos from Jony Ive
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Jony Ive, Chief Design Officer of Apple and perhaps the biggest influence on the look and feel of the company's products for nearly three decades, is leaving. The news, abruptly announced earlier this afternoon, shocked the tech industry, despite years of rumors that it would soon be leaving for the door. Ive claims that he will continue to work closely with Apple through his upcoming design agency LoveFrom.

We do not know what impact this will have on Apple's business operations or on its design philosophy; Ive has been a bit far away from the company's public shows, although he returned in 2017 to take the lead after a two-year "hands off" break.

What we can do right now is looking back on the fruitful legacy of Ive. Since the early 1990s, the British designer has been working on some of the most iconic consumer technology products of our time, and he will long be remembered as a huge impact on modern industrial design and the aesthetics of software. (Thanks to his new design firm, he can continue to have a huge impact well into old age.)

But perhaps his most recognizable contribution to mainstream culture, alongside the design of the objects that have become intertwined with our daily lives, is his appearance in Apple's marketing material. Over the past decade, Ive told a number of videos in what has become his signature-meticulous and accentuated way, which rarely appears on stage and does not even appear on screen after the first few years. Its pronunciation of "aluminum," in more traditional British-English form, has become a meme, and you can find scores from YouTube parody videos & just old compilations of his narrations, if you feel like it.

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Here with The edge, we have decided to collect the most important Ive videos over the years, coupled with crucial product launches from Apple. And just for fun, we naturally arranged them on the basis of aluminum blocks. So take a trip down memory lane with Ive and see how his style has evolved over the years.

Jony Ive with her just because | 1999

Outside of his professional career, Ive is perhaps best known for his silky, British narration, but he comes close to the mark in his shiny bald head. But here, in this very short interview excerpt from the Macworld conference in San Francisco, back in 1999, you can see Ive with a full head of hair talking about the sexiness of machines. Fitting.

Rating: 5/5 aluminum blocks

Apple iMac (aluminum) 2009

It may sometimes seem as if the story of Ive is part of Apple & # 39; s world famous marketing since the return of former CEO and co-founder Steve Jobs, who promoted Ive to senior vice president of industrial design in 1997, shortly after his triumphant return as chief executive. But it would not be until a decade later that I first tried to focus on evangelism on the camera.

Although it is mixed with other well-known Apple faces, Ive distinguishes itself here because of its choice of words and calming attitude. In this video, Ive is also poetic about the new Magic Mouse design, which retains its appearance to this day. Alarmingly enough, it seems that Ive doesn't even say aluminum in this video. A travesty.

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Rating: 2/5 aluminum blocks

Apple iPhone 4 | 2010

Until 2010, Apple was quite modest about the launch of the iPhone, choosing not to go along with big flashy product videos, such as the new aluminum body-iMac. But that changed with the iPhone 4, which was introduced with an equally stylized video with Ive as the center.

He shared the spotlight with former software supervisor Scott Forstall and former hardware company Bob Mansfield, but Ive stole the show with his talk about glass as strong as a sapphire glass that covers both the front and the back of the phone. "Ultimately, all of this becomes relevant if you just hold it in your hand," Ive said, inciting Apple fans everywhere.

Rating: 3/5 aluminum blocks

Apple iPad (gen 1) 2010

"It's true if something exceeds your ability to understand how it works, it gets a little bit magical. And that's exactly what the iPad is," Ive says in the intro of this video. It felt a bit overbearing, and this was the first time I started coming off as a little blowhard. But when he ends the video theory theory that, although the iPad is a new product category, "millions and millions of people are going … to know how to use it", his prediction could not have been up to scratch.

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Rating: 3/5 aluminum blocks

Apple MacBook Pro with Retina Display | 2012

Ive was at his best when he described the internal build quality of computers, and nowhere could it be seen better than in the unveiling of the MacBook Pro with Retina Display in the summer of 2012. "It is without doubt the very best computer that we are" have I ever built, "says Ive.

Frankly, it was easy to believe him, especially when he discussed the asymmetrical fan blades to improve cooling and reduce noise, and when he said, "every part of the case makes a contribution that directly benefits the user." Ive even called himself "obsessive" in the video, which describes the attention to detail in what is perhaps the best laptop Apple has made so far.

Rating: 5/5 aluminum blocks

Apple iPhone 5 | 2012

Although this video was not a big step forward compared to the one promoting the iPhone 4, it did for the first time the couple with an emotional, instrumental background melody, which enhanced the appeal of his story and the promise of Apple for its products such as works of art. Compared to the more rock and pop friendly songs that Apple had used before, I really started to feel like an internal philosopher.

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Rating: 4/5 aluminum blocks

Apple iOS 7 | 2013

One of the very rare cases I have ever spoken about software in an Apple product video is one of the more ambitious revisions the company has ever begun. Apple had touched Ive to oversee iOS 7 after the departure of Forstall, who due to the rumbling of Apple Maps and other missteps fired him unceremonially, and he was chosen to present it to the world in 2013.

While iOS 7 and Ive & # 39; s aggressively flattened the user interface approach when it was unveiled, he made a pretty strong argument for the makeover in this video. And iOS 7 has become a crucial turning point in Apple & # 39; s approach to software design on both mobile and desktop. That said, since it's not hardware, you could say Ive was a little out of his element when he discussed a new version of iOS and didn't have the opportunity to talk about aluminum or industrial design.

Rating: 1/5 aluminum ingots

Apple Watch Sport (aluminum) 2014

Perhaps the height of Apple & # 39; s incomprehensible indulgent style of product marketing, the first of three Ive videos & # 39; s to go along with the already 10-minute Apple Watch reveals was exclusively focused on aluminum. It is the first word Ive says in the video, and he continues to describe the custom-made alloy that Apple has made for Apple Watch Sport, starting with the best, most memorable phrase from Ive: "raw aluminum from exceptional purity. " It is pure magic – soak it up.

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Rating: 5/5 aluminum blocks

Apple Watch (stainless steel) 2014

Here is the equally indulgent video recording for the launch of the Apple Watch that specifically relates to the stainless steel version of the device. Only Ive could somehow make a sentence such as "known for its power and corrosive resistance" meditative. Unfortunately, he does not say the word aluminum in this video.

Rating: 3/5 aluminum blocks

Apple Watch edition (gold) 2014

And this one is talking about the 18-carat gold version of the Apple Watch that stopped selling because it was so damn expensive. It's great, but not as great as the aluminum. It did say, "Every case has been hand-polished to the highest degree by highly trained artisans," which is just an amazing series of words. Pay close attention to his pronunciation of the word "artisan." It is intense.

Rating: 4/5 aluminum blocks

Apple 12-inch MacBook | 2015

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By 2015, Apple had pretty much sewn its product video approach and Ive was unquestionably the anchor for its hardware launch strategy. The 12-inch MacBook unveiling is in fact a best-of-compilation of the most crucial elements of an Apple product video: Ive & # 39; s voice, but never his face; intense, swelling music interspersed with classical and modern styles; unnecessary technical talk about electromagnets; an absurdly detailed animation of the board composition. It doesn't get more core Apple than this.

Rating: 5/5 aluminum blocks

Apple iPad Pro | 2016

Looking back on this video, released in 2016 and linked to a hardcover book about the history of the company with the title Designed by Apple in California, it is clear that it was a fairly concise platform to describe both his approach to design and commentary on Apple's notoriously closed culture.

When he says, "the best ideas can actually come from the softest voice," it really feels like I'm thinking about his career at Apple and maybe even his relationship with the late Jobs, a man I tirelessly defended against criticism and the person which Ive given the free hand to define Apple's product philosophy. It is a nice video, devoid of aluminum, but worth watching now that he knows he is leaving.

Rating: 2/5 aluminum blocks

Apple iPhone X | 2017

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It is impossible to imagine revealing the most drastic visual transformation of the iPhone in the history of the product without Ive & # 39; s story. Unlike previous iPhone videos, Ive has the task of capturing every striking feature of the phone in one sweeping speech.

He jumps from water resistance to Face ID and the camera to Animoji and further to augmented reality. The music is dramatic and the impossible camera angles are surreal and awesome. It is an Apple product video that does what it does best: making sure you want the thing on the screen, even though you probably don't need it.

Rating: 4/5 aluminum blocks

Apple Watch Series 4 | 2018

If the original videos of the Apple Watch Series 0 Ive were in bloom, the Series 4 product was unveiling its swan song. It is the penultimate product Ive would tell, but the last to make its debut at an Apple product launch event. It is also the last video that Ive tells all by himself.

Enjoy his description of the digital crown of the Apple Watch and how one of & # 39; the most complicated mechanisms & # 39; that Apple has ever created & has been completely redesigned & # 39 ;. We will probably no longer get Ive poetry on watches unless he and fellow designer and business partner Marc Newson design one at Ive's new company. (That's quite likely now that I think about it.)

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Rating: 4/5 aluminum blocks

Apple Mac Pro | 2019

The writing on the wall predicting Ive's departure was visible earlier this month if you looked hard enough at it. With the unveiling of the Mac Pro, Ive was nowhere to be seen, except in a product video that Apple apparently recorded and then decided to only publish online. Even stranger is Ive sharing the video with a bodyless voice from another Apple employee you might not recognize: Dan Riccio, senior vice president of hardware engineering. There is a lot of aluminum to see, but not nearly enough aluminum. Goodbye Jony, you will be missed.

Rating: 2/5 aluminum blocks