What is This Secret Project Apple Designers Are Working On?

What is Apple (NASDAQ:AAPL) working on developing right now? It’s a question that many want to ask, but one that Jonathan Ive will not give a direct answer to. However, Apple’s lead designer, who was knighted on Wednesday, did give away enough to allow Apple watchers’ imagination to run wild.

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In an interview with the British Telegraph, Ive said the company’s current project was the work he would hope to be remembered for. “A lot does seem to come back to the fact that what we’re working on now feels like the most important and the best work we’ve done, and so it would be what we’re working on right now, which of course I can’t tell you about,” Ive said.

Apple has long been rumored to be working on a high-definition, game-changing television set, but is also said to be making a new iPhone with a larger screen that can take on Google (NASDAQ:GOOG) Android phones even more strongly. The company is also overhauling its Mac line of products that may combine features of the MacBook Pro and MacBook Air to create a sleek and powerful notebook.

Ive also dismissed theories that with the death of founder Steve Jobs, new chief executive Tim Cook won’t be able to sustain the massive success the company has seen in recent years. “We’re developing products in exactly the same way that we were two years ago, five years ago, ten years ago. It’s not that there are a few of us working in the same way: there is a large group of us working in the same way,” he said.

Ive added that teamwork was intrinsic to the company. “We have become rather addicted to learning as a group of people and trying to solve very difficult problems as a team. And we get enormous satisfaction from doing that. Particularly when you’re sat on a plane and it appears that the majority of people are using something that you’ve collectively agonised over. It’s a wonderful reward.”

The designer also said that the design and engineering teams spent a “significant percentage of the time” working on flagship products like the iPod, iPhone, and the iPad without knowing whether the problems they had set out to solve would be fixed, as well as on projects that might eventually get abandoned. “On a number of occasions we’ve actually all been honest with ourselves and said ‘you know, this isn’t good enough, we need to stop’. And that’s very difficult,” he said.

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