Jony Ive talks Steve Jobs, sweating the details, and more in new interview

Charlie Rose has published a new interview with Apple's Jony Ive, which goes in depth on topics of Apple's identity, and design's role in that identity. Ive spoke about Apple's values, and reiterating a point he's made before, said that Apple's first goal isn't making money, but to make the best products they can, counting on that to attract customers. He also talked about his personal relationship with late Apple co-founder and CEO Steve Jobs.

Ive discussed his first meeting with Jobs, and how that led to the start of the iMac. From Charlie Rose (opens in new tab):

He recognized the work, and was compelled and interested in it, but he also did mention how incredibly ineffective I'd been. And he was absolutely right because we had storerooms full of models. But that's when we first met, and on the very same day, we left the studio, and went quietly to another room and started work on what became the iMac.

Ive also touched on how he hopes customers experience Apple's products.

I think that we couldn't want more than people, when they're using our products, to not be aware of the complexity of the problems that we solved, but for them to be aware of a deep sense of care that we didn't have to express.

You can watch the episode of Charlie Rose in which the interview aired below. The Jony Ive interview starts around the 15:45 mark.

Joseph Keller

Joseph Keller is the former Editor in Chief of iMore. An Apple user for almost 20 years, he spends his time learning the ins and outs of iOS and macOS, always finding ways of getting the most out of his iPhone, iPad, Apple Watch, and Mac.

  • After watching the interview, I have decided that Jony Ive has reached a higher level of consciousness. I now understand why I gravitate to the products of the unwashed -- namely Windows and Android.
  • An Apple infomercial perhaps?
  • That guy is full of Ess, Aitch, Eye, Tee. I’ve never seen someone who makes everything, and I mean every little detail so contrived.
    Make a good politician though - never getting to the point and then going off on a tangent or describing tangerines by talking about gorillas.
    I couldn’t even watch the whole interview. It reminded me to get more barf bags tho.
  • Couldn't watch the video - it requires Flash. Bad iMore!
  • Suggestion: Puffin Browser for iOS can handle Flash. Works great. It's probably $3 or $4.
  • Worked for me on Safari mobile.
  • How can Charlie keep interrupting Jony? God he needs to ask his question accurately and succinctly and let the the great Jony Ive speak. He keeps acting as if he is on par with Jony's design ability - insulting.