The Memory Of How We Work Will

Apple's Jony Ive Describes His "fanatical" Approach To Design In New Interview

Making The Solution Seem So Completely Inevitable And Obvious, So Uncontrived And Natural - It's So Hard!

It's One Of The Curses Of Designing That When You Look At Anything, You're Constantly Thinking, Why? Why - Why Was It Designed Like That, And Not Like This?

I Figured Out Some Basic Stuff: That Form And Colour Defines Your Perception Of The Nature Of An Object, Whether Or Not It Is Intended To.

If You Are Truly Innovating, You Don't Have A Prototype You Can Refer To.