You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.
Jonathan IveObjects and their manufacture are inseparable, you understand a product if you understand how it's made.
Jonathan IveApple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobsโ] preoccupation. His observation was that the products werenโt good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.
Jonathan Ive