The new iBook is a thing of rare beauty, a pearl in every sense. I
haven’t taken to something so much since the iMac arrived.
Well done again, Jonathan Ive, the Brit who heads Apple’s design
Shame we can’t keep design talent like Jonathan in the UK, but that’s
The iBook’s design echoes everything that made me fall in love with the
iMac - smooth retro curved lines, vibrant colours, and the same ease of
use. You can even catch up on e-mails while sitting in the garden thanks
to neat wire-free technology.
But hold on, what’s this? Apparently, the iBook is designed primarily
for the ’consumer and education market’. There had to be a catch,
something to dampen my enthusiasm. I’m not the target user after all.
Apple wants my wife and kids, not me.
The rugged design is there in case the computer takes a hammering at
home or in the classroom, the seven-hour battery life is the average
length of a school day ... I could go on.
Successful products and brands are created by a daring-to-be-different
mentality and sustained by strong creativity and marketing. Apple has
demonstrated innovation in both areas.