Jony Ive: The Genius Behind Apple's Greatest Products

As Jony has said, “A big definition of who you are as a designer, it’s the way you look at the world. And I guess one of the curses of what you do, is you are constantly looking at something and thinking, ‘Why? Why is it like that? Why is it like that and not like this?’”27 Very likely, as a man who see himself “constantly

His feedback was always non-directive. He never suggested how something should be changed but rather pushed Jony and his designers to come up with a better solution.

As Jony discovered in college, making detailed models was a key part of the design process. “When you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation,” Jony said. “But when you made a 3-D model, however crude, you bring form to a nebulous idea, and everything changes—the entire proce

Being educated in a giant building with every other discipline of design would have had an influence on the way he would work in the future with multidisciplinary teams, including at Apple. According to Milton, “He would have interacted with

Music is an important part of the design studio’s atmosphere. There are about twenty white speakers in the room, with a pair of thirty-six-inch-high concert subwoofers. “When you walked into this concrete and steel, highly reflective room, the sound was immediately deep and loud,” Satzger remembered. “All kinds of music from around the world is pla

Jony is also an inveterate sketcher. He is a good at it, but emphasizes speed over detail. “He always wanted to get a thought down on paper so that people could understand it really quickly,” said Satzger.

The thing is, it’s very easy to be different, but very difficult to be better. —JONY IVE

“We are looking for personality, overwhelming talent and the ability to work in a small group,” said De Iuliis.

“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?”