Jony Ive Envisioned Apple Car Without a Steering Wheel

BY Rajesh Pandey

Published 28 Jun 2019

As the design head at Apple, Jony Ive worked on a number of products at the company. Many of them were released to the public while others were nixed in prototyping stage or are not yet ready for a public release. A report from The Information reveals that Jony Ive worked on the design of the Apple Car and came up with a pretty wild concept.

Interestingly, the designer envisioned the Apple Car without a steering wheel and wanted it to be fully controlled by Siri. Ive had demonstrated the concept to Tim Cook with an actress playing the role of Siri. That certainly sounds a bit bold and outrageous even when one considers the fact that Apple is working on an autonomous driving vehicle. The report also states that the design guru worked on the design of the Apple television which never saw the light of the day.

It is clear that even though Ive is no longer a part of Apple, his design influence is going to be visible in all Apple products that will be released in the foreseeable future. Plus, one must remember that while Ive is leaving Apple to run his new design company, Apple is going to be one of the clients of the firm.

On the occasion of Ive’s departure from Apple, CEO Tim Cook sent an internal memo to all employees as well which BuzzFeed has managed to obtain. The memo only talks about the leadership changes inside the company and praises Jony Ive for all the work that he has done at the company for the last 30 years.


I’m writing to let you know about some changes to the ET involving two people who embody Apple’s values and whose work will help define Apple’s future.

I’m happy to announce that Sabih Khan has been named to the executive team as senior vice president of Operations reporting to Jeff Williams. Sabih has worked on every Apple product since the late 90s, always committed to delighting our customers while advancing quality, sustainability and responsibility in manufacturing. His team makes possible some of the most beloved — and most complex — products in the world, and Sabih leads them with heart. I am thrilled to have him overseeing our supply chain.

Today, we also mark another important evolution for our company. After nearly 30 years at Apple, Jony Ive is starting an independent design firm which will count Apple among its primary clients and will depart the company as an employee later this year. Jony’s contributions are legendary, from the central role he played in Apple’s revival beginning in the late 90s, through the iPhone and perhaps his most ambitious project, Apple Park, where he has put so much of his energy and care in the past few years. I am proud to call Jony a friend, and those who know him know his ideas and curiosities are boundless. We will all benefit — as individuals who value great design, and as a company — as he pursues his passions and continues his dedicated work with Apple.

Of all his accomplishments, Jony cites the team he helped to build as one of his proudest. His longtime collaborators, Evans Hankey and Alan Dye, are strong stewards of Apple’s design ethic and creative culture. Collaboration and teamwork are defining features of Apple’s success across the company.

Evans and Alan will report to Jeff Williams. As many of you know, Jony and Jeff have been close collaborators and partners for many years. In particular, Jeff’s leadership in developing Apple Watch brought together a cross-organizational team, unprecedented in scope, to produce Apple’s most personal device ever. This is what Apple does at its best: elevating a category beyond its imagined limits, and revealing how a single device can be so much more than the sum of its parts. I’m incredibly excited about the design team’s work, both underway and yet to come.


Do you think we will see the Apple Car — or just about any other autonomous car — launch without a steering wheel to the public in the next decade? While self-driving vehicles are a possibility, I think removing the steering wheel and relying solely on a voice assistant would be taking things a bit too far. I guess Ive never really used Siri much to know how poorly it performs.

[Via The Information]