“Ive, wearing a royal-blue T-shirt, was affable, but there was little trace of English irony. “I think you can reserve that for entertainment,” he later said. “And not practice that professionally.” In our conversations, his manner could sometimes be unsettling for the way it combined the tender attentiveness of a suicide-prevention volunteer—“I was ever so lucky”; “I do hope you have a good flight”—with a keenness to move the conversation from the particular to the general; his replies, searching for the safe ground of a previously expressed thought, often looped and hedged, or drifted off into a sigh. At first attempt, Ive ran through the first twenty-five years of his life in sixty words; he told me which novel he was reading only after designating the answer off the record.”
“a poster, well known in design circles, that begins, “Believe in your fucking self. Stay up all fucking night,” and ends, many admonitions later, “Think about all the fucking possibilities.””
“In Rams’s formulation, a new object should be innovative, useful, aesthetic, understandable, unobtrusive, honest, long-lasting, thorough, and environmentally friendly, and feature “as little design as possible.””
“Jobs’s taste for merciless criticism was notorious; Ive recalled that, years ago, after seeing colleagues crushed, he protested. Jobs replied, “Why would you be vague?,” arguing that ambiguity was a form of selfishness: “You don’t care about how they feel! You’re being vain, you want them to like you.” Ive was furious, but came to agree. “It’s really demeaning to think that, in this deep desire to be liked, you’ve compromised giving clear, unambiguous feedback,” he said. He lamented that there were “so many anecdotes” about Jobs’s acerbity: “His intention, and motivation, wasn’t to be hurtful.””
“André agreed to fetch, from his desk, something that he had been using as a coaster. Made of hard white ABS plastic—the material of Legos, and of thousands of Apple studio models a year—it was a disk punctured by evenly arranged holes. Or, as André put it, “There’s a hexagon pattern of negative shapes that are subtracted from the material from one side, and then there’s the same pattern, subtracted from the material from the other side. But it’s offset, so that the intersection between the two subtractions makes interesting shapes.” He rubbed it on his shirt, to remove coffee stains, before passing it to me.”
“Typically, Robert Brunner explained, design had been “a vertical stripe in the chain of events” in a product’s delivery; at Apple, it became “a long horizontal stripe, where design is part of every conversation.” This cleared a path for other designers.”
“Ive’s career sometimes suggests the movements of a man who, engrossed in a furrowed, deferential conversation, somehow backs onto a throne.”
““When you’re judicious with what’s literal, it can be powerful,” Ive said.”