At Apple, Ive contributed to gorgeous designs-the eMate, the 20th Anniversary Mac-that suffered from ghastly marketing or weren’t released at all. His résumé featured work at a London design company where he made bathroom products that won museum awards. There was Ives, toiling away at a company he once dreamed about but that had fallen on hard times. At the time, Jobs was scouring the company’s ranks for A-plus players he might retain. I first came to know him in 1998, just before the iMac launch, a year after Jobs had returned to Apple. And, you know, we make good products."īut what a run. "Being part of the whole experience is one of the reasons why Apple is Apple. That combination led to fantastic success, a few flops, and an easy target in comedy skits. Both Jobs and Ive agreed that they were not in it for the MoMA accolades, but to serve and delight their buyers. Jobs and Ive knew their products could never be perfect-science, price considerations, and human frailty prevented that-but their creations breathtakingly expressed a striving for perfection. In Ive, Apple cofounder and longtime CEO Jobs found someone who not only was his soulmate but a creative spirit who challenged even Jobs to greater extremes in the pursuit of Apple-ness. By extension, that was Apple’s aesthetic. That “fanatic” quote, extracted from a long joint interview in 2000 with Ive and his mentor and collaborator Steve Jobs, was not merely a description of Sir Jony’s own consumer habits but a defining self-description: the ultimate fanatic devoting maximum care in his work. Sure, when discussing the amazing string of products he’s worked on, Ive often will talk about the big sweeping concept behind this or that stunning device-the iMac, the iPod, the iPad, the iBook, the iPhone, and even some stuff that doesn’t begin in “i.” But you wind up talking about a screw you can’t see, or a subliminal curve, or some exotic polymer that produces the perfect stately gloss. It’s always been about the details with Jony Ive, who as of today is no longer the resident god of design at Apple Inc.
You know they’re going to put that amount of care into the details.” “I want to buy from somebody who’s fanatic, not indifferent.
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