RUDN Journal of PhilosophyRUDN Journal of Philosophy2313-23022408-8900Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)1698510.22363/2313-2302-2017-21-3-371-378Research ArticleSTEVE JOBS’ UNDERSTANDING OF DESIGN: ETHICAL DIMENTIONSavvinaO Vsavvina_ov@rudn.universityPeoples’ Friendship University of Russia (RUDN University)1512201721337137812102017Copyright © 2017, Savvina O.V.2017<p>The article analyses design concept by Steve Jobs and his creative solutions. The study shows that Steve Jobs has followed range of values, such as simplicity and disregard for status demon-stration and superfluous decorations. He promotes these values among his target group and influence on people. Steve Jobs first priority were impeccable taste and aesthetics. He demonstrates disregard for the false values such as status demonstration or luxury segment products, at the same time he dislikes cheap and low-quality goods for the mass consumer. The designer understands beauty as truth, he considers beauty not as a subject-matter of the dispute, but as a truth that must be discovered. The feather of Steve Jobs is the ability to make decisions and take whole the responsibility. The article demonstrates that ethical values have contributed into the popularity of Apple products, designed by Steve Jobs. The article also describes the laws of simplicity, developed by American philosopher and designer John Maeda, who has been inspired by Apple products (especially iPod). The author has come to conclusion that the laws are based on ethical values, analyzing Maedas The laws of simplicity.</p>Appledesign ethicsSteve JobsBauhausэтика дизайнасоциальный статусСтив ДжобсБаухауз[Wu Y-C. Religious Consumption: Inside the Minds of Apple and Catholic Devotees. [disserta¬tion]. Texas: The University of Texas—Pan American; 2015.][Runge VF. Istorija dizajna, nauki i tehniki. Book 1. Moscow: Arhitektura-S; 2006. (In Russ).][Isaacson W. Steve Jobs. New-York: Simon & Schuster, Inc.; 2011.][Vseobshhaja istorija arhitektury v 12 tomah / Gosudarstvennyj komitet po grazhdanskomu stroi¬tel’stvu i arhitekture pri Gosstroe SSSR, Nauchno-issledovatel’skij institut teorii, istorii i perspek¬tivnyh problem sovetskoj arhitektury. Book1 (11): Arhitektura kapitalisticheskih stran XX v. editors Ikonnikov AV, Savickiy JJ, Bylinkin NP, Han-Magomedov SO, Jaralov JS, Guljanickiy NF. Leningrad, Moskva: Izdatel’stvo literatury po stroitel’stvu; 1973. (In Russ).][Verbeek P-P. Morality in Design Design Ethics and the Morality of Technological Artifacts. In: Vermaas P.E. et al. (eds.). Philosophy and Design. New-York: Springer; 2008. p. 91—103.][Papanek V. Design for the real world: Human Ecology and Social Change. London: Thames and Hadson; 1985.][Savvina OV. Professional Ethics of Designers in Academic Process According to V. Papanek. Proceedings of International Conference on Arts, Design and Contemporary Education (ICADCE 2016). 23—25 May. Moscow: Atlantis Press; 2016. p. 476—481.][Woznyak S, Smith G. iWoz: Computer Geek to Cult Icon: How I Invented the Personal Com¬puter, Co-Founded Apple, and Had Fun Doing It. New-York: WW Norton and Compony; 2006.][Sullivan LH. The tall office building artistically considered. Lippincott’s Magazine. 1896; 339: 403—409.][Tsvyk VA, Tsvyk IV, Kosorukova AA, Lapshin IE, Moiseenko MV, Mukhametzhanova VS, Savvina OV. Etika vysshei shkoly. Moscow: RUDN; 2016. (In Russ).][Maeda J. The laws of simplicity. Massachusetts: MIT Press; 2005.]