#178 Jony Ive: The Genius Behind Apple's Greatest Products

I just wanted a soundbite. But he launched into a passionate twenty minute soliloquy about his latest work. I could barely get a word in edgewise. He couldn't help himself. Design is his passion.

This one was really hard, he said. He began telling me. on how keeping things simple was the overall design philosophy for the machine. We wanted to get rid of anything other than what was absolutely essential. But you don't see that effort.

We kept going back to the beginning. Again and again. Do we need that part? Can we get it to perform the function of the other four parts? It became an exercise.

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