With the iMac, Apple’s aim was to create a functional, user-friendly computer, while at the same time redefining the prevailing aesthetic by producing it in a range of fashionable colours. Therefore, rather than creating a square, boxshaped item, Jonathan Ive conceived a model with a curved body. Grey or beige acrylonitrile- butadiene-styrene [ABS] was replaced by transparent polycarbonate [PC], in blue, red, orange, purple or green. The attention to detail was meticulous. The ensemble was compact in design and the amount of electric cables used was kept to a strict minimum. The iMac was designed to blend harmoniously into both the work and the home environment.

British designer JONATHAN IVE [b. 1967] was appointed Head of the Apple Design team in 1996. In his view, the form of an object should be based entirely on its intended purpose. He is a firm believer in the principle of functionalism, whereby precedence is given to function over form, as nothing should be allowed to impede the efficacy of a particular product. It is therefore only natural that he should apply this to the domain of home computers, which have become increasingly popular since the 1970s.

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