Jony Ive: The Genius Behind Apple's Greatest Products

by Leander Kahney

“Packaging, it’s just as important as everything else.”

“Our goal was to design the very, very best MP3 player we could; to design something that could become an icon,”

it combines Apple’s incredible technology base with Apple’s legendary ease of use with Apple’s awesome design.

“We are not interested in design statements. We do everything we can to simplify design.”

“Ironically, the car crash alerted Apple to how important Jony is to the company, and they gave him a big pay rise.”

These were marketing meetings—not Jony’s thing—yet Jobs liked him there to bounce ideas off. “Steve obviously valued Jony’s thinking for more than just product design.”

His belief that computers and music players should be simple to use and beautiful to look at drove many decisions not only in the evolution of the iPod but in the release of new models of the iMac and iBook.

“is the feeling that we’re really only at the beginning of something, that we have only just started. We still have lots more to do.”

For Ive, nothing is left to chance; everything must be deeply considered.”

“is rarely about a big idea; more usually it’s about a series of small ideas brought together in a new and better way.

but which makes a difference to how you interact with the product, how you feel about it.”

Just as Jony and the design team designed great products, Cook and his team figured out how to produce them in their millions—and deliver them all over the world, on time and in utmost secrecy.

“At Apple, good enough is not good enough,”

‘We’re going to work on a product to make sure it meets all its specs.’”

we controlled every connector, every cable. We designed every part inside it: the fan housing, the plenum for the air flow.”

Jobs was just waiting for the right time to bring a tablet to market.