Ive starts a project by imagining what a new kind...

Ive starts a project by imagining what a new kind of product should be and what it should do. Only once he’s answered those questions does he work out what it should look like. He seeks advice in unlikely places. He worked with confectionery manufacturers to perfect the translucent jelly-bean shades of his first big hit, the original iMac. He travelled to Niigata in northern Japan to see how metalworkers there beat metal thin, to help him create the titanium Powerbook, the first lightweight aluminum laptop in a world of hefty black plastic slabs.

Apple Designer Jonathan Ive Talks About Steve Jobs and New Products - TIME