Â“Different and new is relativelyÂ easy. Doing something thatâ€™sÂ genuinely better is very hard.â€ť Â—Jony Ive In 1997, Steve Jobs returned to Apple as CEO with the unenviable task of turning around the company he had founded. One night, Jobs discovered a scruffy British designer toiling away at Appleâ€™s corporate headquarters, surrounded by hundreds of sketches and prototypes. It was then that Jobs realized he had found a talent who could reverse the companyâ€™s long decline. That young designer was Jony Ive.Â Jony Iveâ€™s collaboration with Jobs would produceÂ some of the worldâ€™s most iconic technology products,Â including the iMac, iPod, iPad, and iPhone. The designs have not only made Apple a hugely valuableÂ company, theyâ€™ve overturned entire industries, builtÂ a loyal fan base, and created a globally powerfulÂ brand. Along the way, Jony Ive has become theÂ worldâ€™s leading technology innovator, won countless design awards, earned a place on the 2013 TimeÂ 100 list, and was even knighted for his Â“services toÂ design and enterprise.â€ť Yet despite his triumphs, little is known about the shy and soft-spoken whiz whom Jobs referred toÂ as his Â“spiritual partnerâ€ť at Apple. Jony Ive revealsÂ the true story of Appleâ€™s real innovator-in-chief. Leander Kahney, the bestselling author of InsideÂ Steveâ€™s Brain, offers a detailed portrait of a creative genius. He shows us how Jony Ive went from anÂ English art school student with dyslexia to the manÂ whose immense insights have altered the patternÂ of our lives. From his early interest in industrialÂ design, fostered by his designer father, through his education at Newcastle Polytechnic and meteoric rise at Apple, we discover the principles and practices that he developed to become the designer of his generation. Based on interviews with Jony Iveâ€™s former colleagues and Kahneyâ€™s own familiarity with the world of Apple, this book gives insight into how Jony Ive (now senior vice president of design) has redefined the ways in which we work, entertain, and communicate with one another.
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