The camera is inscribed: ‘Designed by Jony Ive & Marc Newson for (RED) 2013 edition 01/01’

Observing that Leica products are built entirely around function, Marc and Jony’s first task was to immerse themselves in the astonishingly complex mechanics behind Leica's cameras. Their second objective was to make the camera look as simple as possible, with the caveat that achieving ‘simplicity’ is often one of the most complex tasks for a designer.

"Simplicity is not about the absence of clutter, but comes from a deep understanding of every element's purpose. As a result, a simple design will reveal the true personality of an object, with all its quirkiness.”