Jony Ive Discusses Apple's Creative Design Processes

I think many would prefer Sir Jony Ive to present Apple's keynotes over Tim Cook, all due respect to Mr. Cook.

"Hey! Da Vinci - how do you do the great paintings?" "Well, I look, then I dip the brush in the paint and move it around on the canvas. Easy, no?".

Change the Constitution, Ive for President.

The iPod was more than an MP3 player improvement. It was huge (in terms of storage space), personal, portable, storage for your music. Everything out there at the time held far less music or was far bigger and it was making an assumption that people would drop cash to have all their music with them pretty much all the time. The iPod was super ambitious and it was more than just an improvement unless you just want to call everything an improvement in that there was something like it beforehand. But then you get into saying something like well the iPod is really just an improvement on the sony walkman tape player because it served largely the same function.

But even you have to admit the iPhone was really revolutionary. It was true internet in your pocket made simple enough that the masses could use it nearly instantly. In case you don't remember, there was a time when you simply had an iPhone and the internet with you at all times or you didn't. The other smartphones that folks carried (largely blackberries) couldn't do anything on the internet with any speed that was beyond excruciating. The internet was the iPhone's killer app and it was available from day one.

Finally the iPad took the iPhone and said the realities of human scale means the phone size is too small for many tasks. Let's make it bigger even though we are asking people to carry what in someways is a duplicative device was the genius move. Getting a screen that large, having the battery last, making it affordable and super profitable was Apple's supply chain at its best.

All game changers in my mind.