Word: ives
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...just a year after the Mac's release. In exile he created Pixar Animation Studios and the NeXT computer. His return to Apple in 1997, after it purchased NeXT, is now the stuff of legend. In the design department, Jobs saw the work of a young Briton called Jonathan Ive and asked for a meeting. Ive, underused and ignored for a year, turned up with a resignation letter tucked into the back pocket of his jeans. He left with instructions to unleash his talent. The result was the iMac, an all-in-one computer in a white-and-Bondi-blue...
...designer Ive the matter of all the features that are missing from the iPad. "In many ways, it's the things that are not there that we are most proud of," he tells me. "For us, it is all about refining and refining until it seems like there's nothing between the user and the content they are interacting with...
...know how weird that sounds. But consider for a moment. We are human beings; our first responses to anything are dominated not by calculations but by feelings. What Ive and his team understand is that if you have an object in your pocket or hand for hours every day, then your relationship with it is profound, human and emotional. Apple's success has been founded on consumer products that address this side of us: their products make users smile as they reach forward to manipulate, touch, fondle, slide, tweak, pinch, prod and stroke. (See a roundup of iPad reviews...
...predict what others will do," Ive says. "We have to concentrate on what we think is right and offer it up." Ive's focus and perfectionism are legendary. Any conversation with him is about hours of work, about refusing to be satisfied until the tiniest things are absolutely right. He's most pleased with what consumers will never notice. He wants them to use the iPad without considering the thousands of decisions and innovations that have gone into what seems a natural and unmediated interaction. "If it works beautifully, it should also work robustly," he says. "It's made...
...truly great figure, one of the small group of innovators who have changed the world. He exists somewhere between showman, perfectionist overseer, visionary, enthusiast and opportunist, and his insistence upon design, detail, finish, quality, ease of use and reliability are a huge part of Apple's success. Where Ive is quiet, modest and self-effacing, Jobs is confident, assured and open. For some, his personal magnetism is almost of a dangerous, Elmer Gantry kind. They call the charisma emanating from his keynote addresses "Steve's reality-distortion field...