A clip from the 2009 documentary “Objectified” which is all about industrial design. Since 1997 Jonathan has had his hands on just about everything that has contributed to Apple’s success.

Ives approaches design with a minimalism that requires tons of thought. I would love to say something intelligent about the man beyond the words “sheer genius”. I am amazed at his capacity to create each iteration by combining and minimizing the impact on the user.