Summary

In 1997, Jobs gave a pep talk to the Apple executives and managers. One of the employees in attendance was Jony Ive, a London born and educated designer and the head of the hardware design team. Interestingly enough, Ive was about to resign (he disagreed with the company’s primary motive: profit), but Jobs’ speech motivated him to stay with the company. Jobs and Ive became friends as they both cared about design, especially minimalism. Ive particularly appreciated Jobs’ philosophy that design comes first. Together, Ive and Jobs filed 212 patents together, most originating from Jobs’ visits to the design studio and giving his feedback to Ive based on foam mockups.

Analysis

The author uses this chapter for a very specific purpose, and that purpose becomes clear when its position in the book is realized. This chapter about Ive and Jobs’ relationship is positioned...