Word: thinks
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...immune to that kind of thing, or you think it somehow weak, pretentious, artsy-fartsy or unbusinesslike, then there are enough functional objects in the market for you. But you might consider this: from the starting point of delight, detail, finish, polish and design come not, it seems, shallow high-end toys for the affluent but increasingly products that are ... well, awesomely functional. The iPhone App Store has certainly offered silly digital tchotchkes, but more and more serious professional tools are emerging for medical, military and industrial use too. The iPhone, like the Mac, was derided upon introduction...
...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...
...When I get to see Jobs, he is wearing the famous black turtleneck sweater and blue Levi's 501 jeans without which I would have cried, "Impostor!" Recent weight loss from his liver transplant has imparted a delicacy that reminds me, I can't think why, of the actor William Hurt. We meet in a conference room. On every spare shelf and ledge, at least a dozen iMacs are placed, each one playing a family slide show. Jobs leans back on his chair, feet up on the table, a welcoming grin on his face. My first question is a nervous...
...point. We start with the product and the user experience. You seen an iBook yet?" His pleasure in showing me the Winnie the Pooh iBook bundled with every iPad is unaffected and engaging. He demonstrates how the case can be used as a lectern and as a stand. "I think the experience of using an iPad is going to be profound for many people," he says. "I really do. Genuinely profound." That rings a bell. "I've heard it said that this is the device for you," I reply. "The one that will change everything." "When people see how immersive...
...from two serious health scares. His obituaries had been written, much as Apple's had been back in 1997. "Is this then the curtain dropping on your third act?" I ask. "Will you perhaps leave Apple on this high, a fitting end to your career here?" "I don't think of my life as a career," he says. "I do stuff. I respond to stuff. That's not a career - it's a life...