Dieter Rams

They used white polycarbonate on the front of the device and stainless steel on the back.

It was a minimalist form, reminiscent of the Braun T3 pocket radio, the brainchild of Dieter Rams, a German industrial designer.

Johnny Ive had always admired Rams for his sleek and modular design aesthetic.

The name iPod was suggested by a freelance copywriter, Vinnie Chico from San Francisco.

I don't know, man.

Apple, Apple also stole everything from Dieter Rams, so it's like... [laughs]

Is this something where we all, like, everybody just keeps talking shit about AI, blah, blah, blah, but, like, in 10 years, everything is just running, you can't even escape it, where, like, even talking, even talking shit about it is just, like, not even...

It's pointless.

We can look it up.

I think it's super interesting.

Do you know who Dieter Rams is?

It sounds familiar.

There's a book on him over there.

Dieter Rams, his name is, Dieter Rams.

Now, Dieter Rams is the nearest many designers get to a god.

He's still alive, just, but he's still alive.

And as well as being a fantastic designer, he decided to try and explain what was going on with the process by setting out 10 design rules.

Um, yeah, almost kind of undoing design and cleaning it up.

Um, I often reference, um, the product designer, like Dieter Rams, um, and, and how he just, like, m- really minimalized his design just to create these kind of iconic core pieces that I've-- they do mostly stand the test of time.

Uh, so I guess I'm quite sporadic in my approach.

I don't just look at menswear designers to influence what myself and the team are gonna design.

Obviously you only had a selected few that were very visible.

You had your Dieter Rams and all of those guys.

Like they were known for particular sort of evidence, as you call it, evidence of what they've created, and they had a sort of high perception there.

But I think in the world of being able to amplify your visibility through social media channels, we've given people a beautiful opportunity to be anyone at any time, anyone, anywhere, any time to other people because we've created...

us, it means designing under these seven principles for good AI hardware.

inspired by the timeless rigor of Dieter Rams in setting the conditions to put them into practice.

The first principle, good AI hardware is mutualistic.

AI is not a deterministic layer of software trapped in plastic.

So most recently, our old hundred plus year old floors in the kitchen, they're heart pine, they're bruised.

And then we have this flawless Dieter Rams, ultra precise white kitchen.

And sometimes I think the contrast is nice, but a few weeks ago, it was just really bothering me.

And I thought, well, I love the look of a painted wood floor.