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Motorola Apple Jony Ive

Motorola president Rick Osterloh rebukes Apple's ‘outrageous prices’ in Jony Ive design clash


By John McCarthy, Opinion editor

February 18, 2015 | 2 min read

The head of Motorola has clashed with Apple, after its senior vice president of design Jony Ive criticised the Moto Maker smartphone customisation platform.

Last week, Ive launched a scathing attack upon an unnamed company’s phone customisation options, apparently alluding to Motorola’s "build-your-phone" scheme in a profile piece for the New Yorker.

Ive said: “Their value proposition was, 'Make it whatever you want’, you can choose whatever colour you want, and I believe that's abdicating your responsibility as a designer.”

Rick Osterloh, president of Motorola, told the BBC, that his firm takes a "directly opposite approach" to Apple when it comes to design, adding "our belief is that the end user should be directly involved in the process of designing products".

Further establishing a divide between Apple and Motorola, Osterloh said: “We do see a real dichotomy in this marketplace, where you've got people like Apple making so much money and charging such outrageous prices. We think that's not the future.”

In a swipe at Apple’s high-end iPhone range, Osterloh concluded: “A great smartphone, and a great mobile internet experience, shouldn't be an expensive luxury. It should be a simple choice for everyone.”

The Moto Maker feature offers hundreds of smartphone customisation features and can also display the designs in 3D on compatible screens.

Motorola Apple Jony Ive

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