Jony Ive The Genius Behind Apple's Greatest Pro

“Differentandnewisrelativelyeasy.Doingsomethingthat’sgenuinelybetterisveryhard.”—JonyIveIn1997，SteveJobsreturnedtoAppleasCEOwiththeunenviabletaskofturningaroundthecompanyhehadfounded.Onenight，JobsdiscoveredascruffyBritishdesignertoilingawayatApple’scorporateheadquarters，surroundedbyhundredsofsketchesandprototypes.ItwasthenthatJobsrealizedhehadfoundatalentwhocouldreversethecompany’slongdecline.ThatyoungdesignerwasJonyIve.JonyIve’scollaborationwithJobswouldproducesomeoftheworld’smosticonictechnologyproducts，includingtheiMac，iPod，iPad，andiPhone.ThedesignshavenotonlymadeAppleahugelyvaluablecompany，they’veoverturnedentireindustries，builtaloyalfanbase，andcreatedagloballypowerfulbrand.Alongtheway，JonyIvehasbecometheworld’sleadingtechnologyinnovator，woncountlessdesignawards，earnedaplaceonthe2013Time100list，andwasevenknightedforhis“servicestodesignandenterprise.”Yetdespitehistriumphs，littleisknownabouttheshyandsoft-spokenwhizwhomJobsreferredtoashis“spiritualpartner”atApple.JonyIverevealsthetruestoryofApple’srealinnovator-in-chief.LeanderKahney，thebestsellingauthorofInsideSteve’sBrain，offersadetailedportraitofacreativegenius.HeshowsushowJonyIvewentfromanEnglishartschoolstudentwithdyslexiatothemanwhoseimmenseinsightshavealteredthepatternofourlives.Fromhisearlyinterestinindustrialdesign，fosteredbyhisdesignerfather，throughhiseducationatNewcastlePolytechnicandmeteoricriseatApple，wediscovertheprinciplesandpracticesthathedevelopedtobecomethedesignerofhisgeneration.BasedoninterviewswithJonyIve’sformercolleaguesandKahney’sownfamiliaritywiththeworldofApple，thisbookgivesinsightintohowJonyIve(nowseniorvicepresidentofdesign)hasredefinedthewaysinwhichwework，entertain，andcommunicatewithoneanother.