Apple Designer: We’re A Bunch of Maniacs!
Apple’s (NASDAQ:AAPL) design team is made of “maniacal” people who are most comfortable around a kitchen table, the company’s design veteran Christopher Stringer told the court during its patent infringement trial against Samsung.
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The two global smartphone market leaders have sued each other over patent and design copyright issues in several countries, alleging that the other’s products infringe on their own. In this particular case, Apple, which has sued Samsung for $2.5 billion, is hoping to prove that the Korean company knowingly violated its intellectual property rights. Samsung’s contention is that Apple is trying to stifle competition in order to maintain its “exorbitant” profit.
Stringer, who was called in by Apple as its first witness in the case, offered a glimpse of the company’s design process, which is led by British-born designer Jonathan Ive. The group of 15 to 16 industrial designers, Stringer said, works on all of the company’s products and discusses them every week.
“Our role is to imagine products that don’t exist and guide them to life,” Stringer told the jury, according to Reuters.
Once the brainstorming process is complete, the team sketches out ideas, and then models them through a Computer Aided Design process. They often scrap completely developed concepts if a better idea comes along. “We are always doubting,” Stringer said. “We are always questioning.”
The designer added that most members of the team had worked together for 15 to 20 years. “We have been together for an awfully long time,” he said. “We are a pretty maniacal group of people. We obsess over details.”
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