The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.
Jonathan IveApple stood for something and had a reason for being that wasn't just about making money.
Jonathan IveThe best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.
Jonathan IveVery often design is the most immediate way of defining what products become in people's minds.
Jonathan Ive