If you’re wondering who Jony Ive is, then, well, you need to quietly pack up all your Apple products and keep quiet for the rest of the day.

Ive is a legend in Silicon Valley.

He is the man with the golden touch, credited with the iconic designs of some of Apple’s most successful products, like the iPhone, iPod, and iMac.

You see, Ive is the chief design officer for Apple and, while he is very good at designing cutting-edge technology, it seems that when it comes to magazines not so much.

He was recently presented with the opportunity to design  a “limited edition” cover for Wallpaper magazine, reports The Verge:

The magazine cover is meant to coincide with an extensive interview Wallpaper — which covers architecture, design, and art — conducted with Ive on the subject of the new Apple Park building and the iPhone X. But you wouldn’t be able to tell that from the cover. With the exception of a converting Wallpaper’s ordinarily black logo to a retro Apple-inspired rainbow, there’s no way of actually knowing that this interview is inside.

There are a few bits of information in the interview, including Ive’s commitment that Apple will continue to update the X over time. As Ive puts it: “In 12 months’ time, this object will be able to do things that it can’t now.” (So, it’ll get a software update with some new features.)

Here’s the cover:

Either it’s hella lay or super brilliant, I am not too sure – and The Verge agrees:

The cover is so baffling that I’m still trying to wrap my head around it. Steve Jobs famously said, “Design is not just what it looks like and feels like. Design is how it works.” In the case of Ive’s magazine cover — an object that is supposed to perform the very basic task of informing you what it contains to read — the only conclusion I can draw based on Ive’s design is that his ideal magazine is one with no content at all.

Or maybe I just don’t get it. As Ive himself once said in a prior interview: “Simplicity is not the absence of clutter, that’s a consequence of simplicity… The absence of clutter is just a clutter-free product. That’s not simple.”

Sure.

[source:theverge]