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Apple Designer Jonathan Ive Talks About Steve Jobs and New Products'Hello. Thanks for Coming'We use Jonathan Ive’s products to help us to eat, drink and sleep, to work, travel, relax, read, listen and watch, to shop, chat, date and have sex. Many of us spend more time with his screens than with our families. Some of us like his screens more than our families. For years, Ive’s natural shyness, coupled with the secrecy bordering on paranoia of his employer, Apple, has meant we have known little about the man who shapes the future, with such innovations as the i. Mac, the i. Pod, the i.

Phone and the i. Pad. But last month, he invited me to Cupertino in Silicon Valley where Apple is based, for his first in- depth interview since he became head of design almost 2.

The gods — or was it the ghost of Steve Jobs? Jobs didn’t like Apple execs doing interviews. It had not rained properly in California for months but that morning the clouds rolled off the Pacific, turning the Golden Gate Bridge black. Interstate 2. 80 South to Silicon Valley was a river of water, instead of the usual lava streaks of stop- start SUVs. But just after 1.

AM, an Apple tech- head appeared in an all- white meeting room on the first floor of building 4 of the firm’s antiseptic headquarters with strict instructions to find an Earl Grey tea bag.“Hello. Thanks for coming,” grins Ive, as he rolls in, picking up his brew. Ive is the most unremarkable remarkable person you could meet. You might think you’d recognize him if you passed him on the street, but you wouldn’t. Striking Distance Movie Watch Online on this page. He’s not particularly tall, is well built and bald(ish), has two- day- old stubble and dresses like dads do on weekends — navy polo shirt, canvas trousers, desert boots. He speaks slowly and softly in an Essex accent totally unaffected by living in America for more than two decades. I can’t even bring myself to say math, instead of maths, so I say mathematics.

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I sound ridiculous,” he laughs. Ive is in a good mood today — and not just because he’s celebrating his 4. He likes the idea of this interview series because he sees himself as more of a maker than a designer. Objects and their manufacture are inseparable. You understand a product if you understand how it’s made,” he says. I want to know what things are for, how they work, what they can or should be made of, before I even begin to think what they should look like. More and more people do.

There is a resurgence of the idea of craft.”Ive has been a maker ever since he could wield a screwdriver. He inherited his craftsman’s skills from his father, Michael. He was a silversmith who later became a lecturer in craft, design and technology at Middlesex Polytechnic. Ive spent his childhood taking apart the family’s worldly goods and trying to put them back together again. Complete intrigue with the physical world starts by destroying it,” he says.

Radios were easy, but “I remember taking an alarm clock to pieces and it was very difficult to reassemble it. I couldn’t get the mainspring rewound.” Thirty years later, he did the same to his i. Phone one day. Just to prove he still could. A love of making is something he shared with Jobs, Apple’s former chief executive who died three years ago. It helped the two men forge the most creative partnership modern capitalism has seen. In less than two decades, they transformed Apple from a near- bankrupt also- ran into the most valuable corporation on the planet, worth more than $6. Steve and I spent months and months working on a part of a product that, often, nobody would ever see, nor realize was there,” Ive grins.

Apple is notorious for making the insides of its machines look as good as the outside. It didn’t make any difference functionally. We did it because we cared, because when you realize how well you can make something, falling short, whether seen or not, feels like failure.”For a man whose products are all called i. Something, it’s surprising that “i” is one word Ive scarcely uses. He talks constantly about his team or Jobs, using “we.” This is not “aw- shucks” false modesty or corporate- speak.

Talks about his deep friendship with Steve Jobs and what's next. Attempts to bring new voices and new ideas to the fore of America's public discourse and seeks to reshape the American public debate by investing in outstanding. Watch the latest Featured Videos on CBSNews.com. View more videos on CBS News, featuring the latest in-depth coverage from our news team.

I don’t like being singled out for attention. Designing, engineering and making these products requires large teams,” he says. Ive really does keep a low profile — or at least as low a profile as you’d expect one of the world’s most highly paid designers to keep. He has only one house — in the swanky Pacific Heights district of San Francisco, where his neighbors include Oracle’s Larry Ellison, Paypal co- founder Peter Thiel and actor Nicolas Cage.

He lives there with his British wife, Heather Pegg, a writer and historian, and their twin sons. He avoids publicity. He and his design team have only been seen in public once: in London two years ago when they all turned up to accept a prestigious D& AD design award.

The simple truth is, Ive hates fuss and relishes simplicity. You can see that from his products. They may be revolutionary, high- tech magic boxes, but they look so elegantly simple that you know what they are for and how to use them the moment you first pick them up. The i. Mac banished complicated, hard- to- use PCs from our desks and made computing easy. With just a tiny white box with a scroll wheel, he put 1,0. The i. Phone was so touchy- feely, it trashed the fiddly Blackberry in a heartbeat. Five- year- old kids can pick up and use the i.

Pad. His love of simplicity and directness extends beyond tech. He collects point’n’shoot cars — the kind that are hewn from a single block of aluminum.

He has a few Bentleys and a natty 1. Aston Martin DB4 in a silvery blue. It was his teenage love of cars that made Ive decide to become a designer. When he left school, he checked out a few car- design courses in London, including one at the Royal College.

He swiftly changed his mind. The classes were full of students making vroom!

So he headed to Newcastle Polytechnic to study industrial design. His work there — notably a telephone and a hearing aid — was so good it was exhibited at the Design Museum in London. After leaving Newcastle, he went to work for Roberts Weaver group, the London design agency that had sponsored him through college.

He left a year later to join Tangerine, a new design agency in the capital’s Hoxton Square. He obviously has a thing about firms named after fruit.) There, he designed everything from microwave ovens to toothbrushes. But he quickly became disillusioned working for clients he didn’t like or whose values he didn’t share. The final straw came one rainy day when he drove to Hull to present his design for a new hand basin and toilet for ideal Standard. It was the BBC’s Comic Relief Day and the boss lampooned his work as too modern and too expensive to build — while wearing a giant plastic red nose. But there was one Tangerine client Ive admired: Apple, for which he had started working as a consultant. He came up with the early designs for a portable computer that became the Powerbook in 1.

He had first come across Apple after “having such problems with computers” during his student years that he feared he was “technically inept.” Apple’s intuitive mouse- driven system suddenly made it all seem so simple. The company had been asking him to work full- time for two years, but he had hesitated.

Apple was in trouble at the time and the firm was half a world away. This time he signed up. It was 1. 99. 2. His first few years were frustrating. Back then, Apple’s products were dull.

Remember the Newton? Thought not. Design didn’t matter much. He almost quit several times.

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