Ondrej Holzman UmMelika omude futhi onomusa. Wachaza kanjalo usomahlaya waseBrithani uStephen Fry, u-Alan Dye, iphini likamongameli omusha wakwa-Apple, ozophatha ukwakhiwa kwezindawo zokuxhumanisa abasebenzisi. Udayi ukhuphukele esikhundleni esisha ngemuva U-Jony Ive wathuthela esikhundleni sokuba umqondisi wokuklama wenkampani.
U-Alan Dye wajoyina i-Apple ngo-2006, kodwa impilo yakhe yangaphambilini yobungcweti nayo iyathakazelisa. Nendaba yokuthi wayithola kanjani. "Wayephupha ngokuba ngumdlali we-basketball okhokhelwayo," echaza isivakashi sakho ku-podcast Izinto Zokuqamba umbhali nomklami uDebbie Millman, "kodwa uthando lwakhe lokubhala nokudutshulwa okubi kwamholela ekubeni abe umklami."
U-Dye wabe esechazela uMilman ukuthi uyise udlale indima ebalulekile. “Ngakhulela kulo mndeni odala izinto ngendlela emangalisayo,” kukhumbula uDye. Uyise wayenguprofesa wefilosofi nomama wakhe uthisha wezemfundo esikoleni esiphakeme, ngakho "babehlomele kahle ukukhulisa umklami." Ubaba kaDye naye wayesebenza njengombazi futhi ehola imali njengomthwebuli wezithombe ezifundweni zakhe.
Zijwayeze ukuklama nokunethezeka
“Nginezinkumbulo zasebuntwaneni ngobaba wami kanye nami esidala eshabhu. Lapha wangifundisa mayelana nokuklama futhi okuningi kwakuhlobene nezinqubo. “Ngikhumbula engitshela ukuthi ‘linganisa kabili, sika kanye,’” kubalisa uDye. Lapho ethweswa iziqu eNyuvesi yaseSyracuse eneziqu zedizayini yezokuxhumana, nakanjani wathuthela emhlabeni wokudala.
Usebenze enkampanini yabeluleki iLandor Associates, lapho ayengumklami omkhulu osebenzelana nemikhiqizo, wadlulela kwiBrand Integration Group ngaphansi kuka-Ogilvy & Mather waphinde wahlela isiqephu njengomqondisi wokuklama e-Kate Spade, isitolo sezingubo zabesifazane esiwubukhazikhazi kanye nezinsiza.
Ukwengeza, u-Alan Dye usebenze njengomqambi wezithombe ozimele neThe New York Times, The New York Magazine, abashicileli bezincwadi nabanye. Wayaziwa njengesisebenzi esisheshayo nesithembekile esathola isihloko ngo-11 ekuseni samlethela umfanekiso ophelile ngo-6 kusihlwa.
Yingakho, lapho efika e-Apple ngo-2006, wathola isihloko esithi "umqondisi wokudala" futhi wajoyina iqembu elibhekene nokuthengisa nokuxhumana. Uqale ukunaka yena enkampanini ngesikhathi ethanda amabhokisi okudayiswa ngawo imikhiqizo yakwa-Apple.
Kusukela emabhokisini kuya kumawashi
Omunye wemibono kaDye bekuwukuba nekhona ngalinye lamabhokisi adaywe amnyama ngesandla ukuze aqinisekise ukuthi awafinyeleli kumakhasimende ahlukunyeziwe futhi angaphelele. "Besifuna ukuthi leli bhokisi libe mnyama ngokuphelele, futhi lena bekukuphela kwendlela yokulithola," kusho uDye etshela abafundi esikoleni sakhe sokufunda ngo-2010. Kwaba umuzwa wakhe wemininingwane emincane kakhulu owamenza waqashelwa abaphathi bakhe e-Apple, futhi ngemuva kwalokho u-Dye wakhushulelwa esikhundleni sokuba inhloko yeqembu elibhekene nomsebenzisi.
Ukusuka kwakhe ekwakhiweni kwengcaca okumsulwa kuya ekusetshenzisweni komsebenzisi kwambeka phakathi neqembu elinikezwe umsebenzi wokwakha kabusha isistimu yokusebenza yeselula ekhona. Umphumela waba yi-iOS 7. Ngisho nangaleso sikhathi, uDye waqala ukusebenzisana kakhulu no-Jony Ive, futhi ngemva kokubamba iqhaza kwakhe okubalulekile ekuthuthukisweni kwe-iOS 7 ne-OS X Yosemite, wathuthela ekusebenzeni ku-interface ye-Apple Watch. Ngokuka-Ive, iphini likamongameli elisha “linobuhlakani bokuklama isikhombimsebenzisi somuntu,” yingakho kunokuningi ohlelweni lokubuka oluvela ku-Dye.
Incazelo yakhe emfushane isho okuningi mayelana nokuthi u-Alan Dye unjani kuphrofayela ka-April Inezintambo: "Udayi ungaphezu kuka-Burberry kune-BlackBerry: nezinwele zakhe ezibhulashwe ngamabomu kwesokunxele kanye nepeni laseJapane elinamathiselwe ehembeni lakhe le-gingham, akayena umuntu ongadebeselela imininingwane."
Ifilosofi yakhe yokuklama nayo ifinyezwe kahle emfushane indaba, ayibhalela i-American Institute of Graphic Arts:
Ukuphrinta kungenzeka akufanga, kodwa amathuluzi esiwasebenzisela ukuxoxa izindaba namuhla ahluke kakhulu kunalokho ayeyikho eminyakeni embalwa edlule. Ngamanye amazwi, kukhona abaklami abaningi laphaya abakwaziyo ukwenza iphosta enhle, kodwa abambalwa babo bazophumelela ezinyangeni neminyaka ezayo. Kuyoba yibo abangaxoxa indaba eyinkimbinkimbi kuyo yonke imidiya ngendlela elula, ecacile nenhle.
Singakwazi futhi ukuhlobanisa le ndlela nomsebenzi kaDye, njengoba asuka ekuklameni amacala e-iPhone waya ekutholeni ukuthi sisebenzisana kanjani nama-iPhone neminye imikhiqizo yakwa-Apple. Kubonakala sengathi u-Ive ufake umfana ofana naye kakhulu endimeni yenhloko yesixhumi esibonakalayo: umklami owubukhazikhazi, othanda ukuphelela, futhi ngokusobala futhi akazicabangeli nhlobo. Sizobe sizwa kabanzi ngo-Alan Dye esikhathini esizayo.
Umthombo: ICult Of Mac, IWebhu Elandelayo
Photo: U-Adrian Midgley
