JONY IVE (PAP)
The story of how the legendary British designer made Apple iconic. With the death of Steve Jobs in 2011, Jony Ive has become the most important person at Apple. Some would argue he always was.
Steve Jobs discovered Ive in 1997, when he found the scruffy British designer toiling away in a studio surrounded by hundreds of sketches and prototypes. Jobs instantly realised he had found a talent who could reverse Apple's decline, and become his 'spiritual partner'.Their collaboration produced iconic products including the iMac, iPod, iPad and iPhone. Designs that overturned entire industries and created the world's most powerful brand.
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