Jony Ive on Life After Apple

“There was something about respecting the work,” Jony said, “the idea that actually it was important—and if you didn’t take the time to do it, why should anybody else?”

observation.” The problem was that the iPhone should have been all about the display, but in their current design the case competed with the display instead of getting out of the way. The whole device felt too masculine, task-driven, efficient. “Guys, you’ve killed yourselves over this design for the last nine months, but we’re going to change it,”