Jony Ive: The Genius Behind Apple's Greatest Products

a conscious acceptance of the notion

“drawing and sketching, talking and discussing” as critical in the creative process and advocated risk taking and a conscious acceptance of the notion that designers may not “know it all.”

He couldn’t help himself: Design is his passion.

The thing is, it’s very easy to be different, but very difficult to be better.

The pen’s design was not just about shape, but also there was an emotional side to it.

Northumbria focuses on the object, the artifact. I think, being rather crude here, the focus of the Northumbria graduate is on the detail, and the manufacture and the craftsmanship of producing the object;

Goldsmiths, the focus is on the idea, the concept,

“When you are a designer, you have to be able to convey your ideas to people who are not designers;

In his slide presentations, the older Ive described the act of “drawing and sketching, talking and discussing” as critical in the creative process

“Jony never was just the designer,” said Grinyer. “He always played a much more strategic role at Apple. That includes also the user interface, for which he also helped make the decisions. . . . Jony is now in the strategic position. I always felt very optimistic about Apple, because so much of Apple’s success has been due to Jony. Steve unlocked Jony. Steve took Jony away from printer lids and gave him the job he was capable of. . . . Steve gave Jony the confidence to bring out his innate design talent and create amazing products. And from now he will carry on as normal.