Apple design head says "most important" project yet underway

Posted by Raven Lovecraft

The man in charge of Apple's industrial design says that what he's working on now has been the most significant project he's ever done.

That man, Jonathan Ive, was recently appointed knighthood by the Queen, and while in the UK for the ceremony he gave a rare interview to the Telegraph newspaper.

When asked what he would most like to be remembered for, Ive was quoted as saying, "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."

The instant reaction would be to think Ive is talking about the Apple-branded TV, which everyone knows is coming even though the company has not made one official peep about it.

The upcoming TV, which is rumored to offer unparalleled wireless connectivity, seamless integration with other Apple devices, and potentially a Siri-esque voice command in place of a traditional remote control, has been the subject of many rumors over the last few months.

The idea of creating the smartest of smart TVs was apparently a pet project of the late CEO Steve Jobs up until his final days. That vision is expected to become reality by the end of the year.

The Apple TV was Apple's previous attempt at entering the living room, but it has largely been a flop due to the mere fact that people don't like the idea of dedicated set-top boxes anymore. Not in a world where increasing amounts of software is built into the TV itself, or some other staple component like game consoles or Blu-ray players.

It could also be that Ive was talking about the iPhone 5, something about which even fewer details are known. But if we know anything about Apple, the iPhone 5 is most likely going to be an incremental upgrade just like the iPhone 3GS, iPhone 4, and iPhone 4S.

The only other explanation is there is something completely under the covers that Ive is working on, something that no outsider has any knowledge of.