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

What I learned from reading Jony Ive: The Genius Behind Apple's Greatest Products by Leander Kahney. ---- [4:43] Mike Ive influence on his son’s talent was purely nurturing. They were constantly keeping up a conversation about made-objects and hw they could be made better. [6:39] I came to realize that what was really important was the care that was put into it. What I really despise is when I sense some carelessness in a product. [9:24] Take big chances. Pursue a passion. Respect the work. [11:47] His designs were incredibly simple and elegant. They were usually rather surprising but made complete sense once you saw them. You wondered why we had never seen such a product like that before. [15:52] Grind it out. You can make something look like magic by going further than most reasonable people would go. [17:34] The more I learned about this cheeky, almost rebellious company (Apple) 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 a reason for being that wasn’t just about making money. [24:06] He was completely interested in humanizing technology. What something should be was always the starting point for his designs. [33:29] Jony was very serious about his work. He had a ferocious intensity about it. [41:52] It is very easy to be different, but very difficult to be better. [51:38] Jobs didn't want to compete in the broader market for personal computers. These companies competed on price, not features or ease of use. Jobs figured theirs was a race to the bottom. Instead, he argued, there was no reason that well-designed, well-made computers couldn’t command the same market share ad margins as a luxury automobile. A BMW might get you to where you are going in the same way a Chevy that costs half the price, but there will always be those who will pay for the better ride in the sexier car. Why not make only first class-products with high margins so that Apple