I just wanted a sound bite, but he launched into a passionate 20-minute description about his latest work.
I could barely get a word in edgewise.
He couldn't help himself.
Design is his passion.
He began telling me how keeping things simple was the overall design philosophy for the machine.
He said, "We wanted to get rid of anything other than what was absolutely essential. But you don't see that effort.
We kept going back to the beginning again and again and again. Do we need this part? Can we get
that part to perform the function of these other four parts? It became an exercise to reduce and reduce
and reduce. But it makes it easier to build and easier for people to work with." In releasing new products,
companies tended to add more bells and whistles, not take them away.
But here, Jony was saying the opposite.
The purpose of this book is to answer the question:
How did an English art school grad with dyslexia become the world's leading technology designer?
In the pages that follow, we'll meet a brilliant but unassuming man obsessed with design,
whose immense and influential insights have no doubt altered the pattern of your life.
That is an excerpt from the book that I'm going to talk to you about today,
and the one I've read for the second time,
which is called "Jony Ive: The Genius Behind Apple's Greatest Products," and it's written by Leander Kahney.
I decided to reread this book.
The first time I read this book was probably five years ago,