The Legend of Steve Jobs – His Life and Career – 8
The influence of German industrial designer Dieter Rams – Less is more
Apple designer Jony Ive brought to Apple the ideas of the German industrial designer Dieter Rams, who had developed key stylistic elements while working for the electric equipment manufacturer Braun. “Less is more” – Rams’ policy became then the design credo of Jony Ive and Steve Jobs. With the first iMac G3, Ive converted the typical beige PC box into a semitransparent, candy-like design statement. With the PowerBook made of Titanium and Aluminum and the PowerMac G5, Ive paid homage to his role model Dieter Rams, who had designed a similar-looking aluminum case for the legendary World Receiver T1000 as early as in 1963.
In 2007, the first iPhone was created, and the calculator app on the first iPhone was nothing else than a copy of the ET44 calculator body, which Rams had designed for Braun 20 years ago.
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