Ferrari Luce and Apple-Style Golf Cart: iPhone designers now build vehicles

Jony Ive designed the original iPhone, the iPad, and almost everything Apple touched from 2001 onward. Marc Hoenig has worked with him for years. They're not rookies. Now they've decided cars deserve the Apple treatment: no excess, everything thought through to the millimeter.

Ferrari Luce is a vehicle that looks forward but speaks the language of the past. The golf cart is even bolder: a way to move around sports clubs and resorts, designed like an art object. Both projects share the same obsession: every element has a purpose, nothing is accidental.

The answer is simple but hard to copy: they remove, they don't add. While competitors load their vehicles with touchscreens, glowing buttons, and useless gadgets, Ive and Hoenig think the opposite. Ferrari Luce keeps its elegant look without relying on tons of visible technology. The golf cart has lines so pure it looks drawn with a ruler, not a computer.

This philosophy comes straight from Apple: remember when early iPads had almost nothing on screen? Just white space, content, and that's it. Same principle here. Materials were chosen not to be trendy, but to last. Simplicity is true luxury.

The golf cart project was developed by Ive and Hoenig in collaboration with Amble, a startup that produces lightweight vehicles. Amble chose them to transform an ordinary vehicle into something people actually want to show their friends.