While there is considerable attention being applied to the Apple Vision Pro headset—”Revolutionary dual-chip performance. Our most advanced Spatial Audio system ever. Responsive, precision eye tracking. More pixels than a 4K TV. . . “—what is arguably more interesting and less gizmo-like is something that Jony Ive—who led Apple design from 1997 to 2019 and as such is the man who probably had more influence on product design than anyone since Raymond Loewy—has been involved with through the company he established post-Apple: design consultancy LoveFrom, [yes, there is a comma as part of the name]. It would seem appropriate if the name was “LoveForm,” as that is clearly a focus of what Ive exhibited during his career.
As the firm’s website proclaims,
LoveFrom,
is a creative
collective.
We are
designers
architects
musicians
filmmakers
writers
engineers
and
artists.
[They could have probably used some commas there, but. . .]
You may
know us
by our
past work.
[Well, Ive’s, anyway]
We are
obsessed with
the traditions
of creating
and making.
Fanatically
devoted to
excellence.
Insatiably
curious.
We collaborate
with leaders
and founders.
We work on
projects for joy.
[Presumably Ive is at a stage in his career when projects that are not joyful are not going to be part of his portfolio.]
We develop
our own ideas.
[Something of a weak close, but there is it. Would “We develop and insist on our own ideas” turn off prospective clients?]