A Rare Look at Design Genius Jony Ive: The Man Behind the Apple Watch

The cultural shift at Apple continues. To the point they've allowed the publishing of a very rare profile of Jony Ive. But that's not even the most surprising thing, the profile was in Vogue, re-iterating how Apple is certainly moving towards fashion in their marketing of the Apple Watch, a device they allowed writer Robert Sullivan to know about and handle before the product announcement, which is unheard of for Apple. 

In 1985, the year Jobs was forced out of Apple, Jony Ive was in design school in England, struggling with computers, blaming himself. “Isn’t that curious?” he says now. “Because if you tasted some food that you didn’t think tasted right, you would assume that the food was wrong. But for some reason, it’s part of the human condition that if we struggle to use something, we assume that the problem resides with us.”