Part 19 (1/2)

That was the fundamental principle Jobs and Ive shared. Design was not just about what a product looked like on the surface. I t had to reflect the product's essence. ”In most people's vocabularies, design means veneer,” Jobs told Fortune shortly after retaking the reins at Apple. ”But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers.”

As a result, the process of designing a product at Apple was integrally related to how it would be engineered and manufactured. Ive described one of Apple's Power Macs. ”We wanted to get rid of anything other than what was absolutely essential,” he said. ”T o do so required total collaboration between the designers, the product developers, the engineers, and the manufacturing team. We kept going back to the beginning, again and again. Do we need that part? Can we get it to perform the function of the other four parts?”

The connection between the design of a product, its essence, and its manufacturing was ill.u.s.trated for Jobs and Ive when they were traveling in France and went into a kitchen supply store. Ive picked up a knife he admired, but then put it down in disappointment. Jobs did the same. ”We both noticed a tiny bit of glue between the handle and the blade,” Ive recalled. They talked about how the knife's good design had been ruined by the way it was manufactured. ”We don't like to think of our knives as being glued together,” Ive said. ”Steve and I care about things like that, which ruin the purity and detract from the essence of something like a utensil, and we think alike about how products should be made to look pure and seamless.”

At most other companies, engineering tends to drive design. The engineers set forth their specifications and requirements, and the designers then come up with cases and sh.e.l.ls that will accommodate them. For Jobs, the process tended to work the other way. In the early days of Apple, Jobs had approved the design of the case of the original Macintosh, and the engineers had to make their boards and components fit.

After he was forced out, the process at Apple reverted to being engineer-driven. ”Before Steve came back, engineers would say 'Here are the guts'-processor, hard drive-and then it would go to the designers to put it in a box,” said Apple's marketing chief Phil Schiller. ”When you do it that way, you come up with awful products.” But when Jobs returned and forged his bond with Ive, the balance was again tilted toward the designers. ”Steve kept impressing on us that the design was integral to what would make us great,” said Schiller. ”Design once again dictated the engineering, not just vice versa.”

On occasion this could backfire, such as when Jobs and Ive insisted on using a solid piece of brushed aluminum for the edge of the iPhone 4 even when the engineers worried that it would compromise the antenna. But usually the distinctiveness of its designs-for the iMac, the iPod, the iPhone, and the iPad-would set Apple apart and lead to its triumphs in the years after Jobs returned.

Inside the Studio.

The design studio where Jony Ive reigns, on the ground floor of Two Infinite Loop on the Apple campus, is s.h.i.+elded by tinted windows and a heavy clad, locked door. Just inside is a gla.s.s-booth reception desk where two a.s.sistants guard access. Even high-level Apple employees are not allowed in without special permission. Most of my interviews with Jony Ive for this book were held elsewhere, but one day in 2010 he arranged for me to spend an afternoon touring the studio and talking about how he and Jobs collaborate there.

T o the left of the entrance is a bullpen of desks with young designers; to the right is the cavernous main room with six long steel tables for displaying and playing with works in progress. Beyond the main room is a computer-aided design studio, filled with workstations, that leads to a room with molding machines to turn what's on the screens into foam models. Beyond that is a robot-controlled spray-painting chamber to make the models look real. The look is spa.r.s.e and industrial, with metallic gray decor. Leaves from the trees outside cast moving patterns of light and shadows on the tinted windows. Techno and jazz play in the background.

Almost every day when Jobs was healthy and in the office, he would have lunch with Ive and then wander by the studio in the afternoon. As he entered, he could survey the tables and see the products in the pipeline, sense how they fit into Apple's strategy, and inspect with his fingertips the evolving design of each. Usually it was just the two of them alone, while the other designers glanced up from their work but kept a respectful distance. I f Jobs had a specific issue, he might call over the head of mechanical design or another of Ive's deputies. I f something excited him or sparked some thoughts about corporate strategy, he might ask the chief operating officer Tim Cook or the marketing head Phil Schiller to come over and join them. Ive described the usual process: This great room is the one place in the company where you can look around and see everything we have in the works. When Steve comes in, he will sit at one of these tables. I f we're working on a new iPhone, for example, he might grab a stool and start playing with different models and feeling them in his hands, remarking on which ones he likes best. Then he will graze by the other tables, just him and me, to see where all the other products are heading. He can get a sense of the sweep of the whole company, the iPhone and iPad, the iMac and laptop and everything we're considering. That helps him see where the company is spending its energy and how things connect. And he can ask, ”Does doing this make sense, because over here is where we are growing a lot?” or questions like that. He gets to see things in relations.h.i.+p to eachother, which is pretty hard to do in a big company. Looking at the models on these tables, he can see the future for the next three years.

Much of the design process is a conversation, a back-and-forth as we walk around the tables and play with the models. He doesn't like to read complex drawings. He wants to see and feel a model. He's right. I get surprised when we make a model and then realize it's rubbish, even though based on the CAD [computer-aided design] renderings it looked great.

He loves coming in here because it's calm and gentle. I t's a paradise if you're a visual person. There are no formal design reviews, so there are no huge decision points. Instead, we can make the decisions fluid. Since we iterate every day and never have dumb-a.s.s presentations, we don't run into major disagreements.

On this day Ive was overseeing the creation of a new European power plug and connector for the Macintosh. Dozens of foam models, each with the tiniest variation, have been cast and painted for inspection. Some would find it odd that the head of design would fret over something like this, but Jobs got involved as well. Ever since he had a special power supply made for the Apple I I , Jobs has cared about not only the engineering but also the design of such parts. His name is listed on the patent for the white power brick used by the MacBook as well as its magnetic connector with its satisfying click. In fact he is listed as one of the inventors for 212 different Apple patents in the United States as of the beginning of 2011.

Ive and Jobs have even obsessed over, and patented, the packaging for various Apple products. U.S. patent D558572, for example, granted on January 1, 2008, is for the iPod Nano box, with four drawings showing how the device is nestled in a cradle when the box is opened. Patent D596485, issued on July 21, 2009, is for the iPhone packaging, with its st.u.r.dy lid and little glossy plastic tray inside.

Early on, Mike Markkula had taught Jobs to ”impute”-to understand that people do judge a book by its cover-and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fas.h.i.+on. ”Steve and I spend a lot of time on the packaging,” said Ive. ”I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.”

Ive, who has the sensitive temperament of an artist, at times got upset with Jobs for taking too much credit, a habit that has bothered other colleagues over the years. His personal feelings for Jobs were so intense that at times he got easily bruised. ”He will go through a process of looking at my ideas and say, 'That's no good. That's not very good. I like that one,'” Ive said. ”And later I will be sitting in the audience and he will be talking about it as if it was his idea. I pay maniacal attention to where an idea comes from, and I even keep notebooks filled with my ideas. So it hurts when he takes credit for one of my designs.” Ive also has bristled when outsiders portrayed Jobs as the only ideas guy at Apple. ”That makes us vulnerable as a company,” Ive said earnestly, his voice soft. But then he paused to recognize the role Jobs in fact played. ”In so many other companies, ideas and great design get lost in the process,” he said. ”The ideas that come from me and my team would have been completely irrelevant, nowhere, if Steve hadn't been here to push us, work with us, and drive through all the resistance to turn our ideas into products.”

CHAPTER TWENTY-SEVEN.

THE iMAC.

h.e.l.lo (Again).

Back to the Future.

The first great design triumph to come from the Jobs-Ive collaboration was the iMac, a desktop computer aimed at the home consumer market that was introduced in May 1998. Jobs had certain specifications. I t should be an all-in-one product, with keyboard and monitor and computer ready to use right out of the box. I t should have a distinctive design that made a brand statement. And it should sell for $1,200 or so. (Apple had no computer selling for less than $2,000 at the time.) ”He told us to go back to the roots of the original 1984 Macintosh, an all-in-one consumer appliance,”

recalled Schiller. ”That meant design and engineering had to work together.”

The initial plan was to build a ”network computer,” a concept championed by Oracle's Larry Ellison, which was an inexpensive terminal without a hard drive that would mainly be used to connect to the Internet and other networks. But Apple's chief financial officer Fred Anderson led the push to make the product more robust by adding a disk drive so it could become a full-fledged desktop computer for the home. Jobs eventually agreed.

Jon Rubinstein, who was in charge of hardware, adapted the microprocessor and guts of the PowerMac G3, Apple's high-end professional computer, for use in the proposed new machine. I t would have a hard drive and a tray for compact disks, but in a rather bold move, Jobs and Rubinstein decided not to include the usual floppy disk drive. Jobs quoted the hockey star Wayne Gretzky's maxim, ”Skate where the puck's going, not where it's been.” He was a bit ahead of his time, but eventually most computers eliminated floppy disks.

Ive and his top deputy, Danny Coster, began to sketch out futuristic designs. Jobs brusquely rejected the dozen foam models they initially produced, but Ive knew how to guide him gently. Ive agreed that none of them was quite right, but he pointed out one that had promise. I t was curved, playful looking, and did not seem like an unmovable slab rooted to the table. ”I t has a sense that it's just arrived on your desktop or it's just about to hop off and go somewhere,” he told Jobs.

By the next showing Ive had refined the playful model. This time Jobs, with his binary view of the world, raved that he loved it. He took the foam prototype and began carrying it around the headquarters with him, showing it in confidence to trusted lieutenants and board members. In its ads Apple was celebrating the glories of being able to think different, yet until now nothing had been proposed that was much different from existing computers. Finally, Jobs had something new.

The plastic casing that Ive and Coster proposed was sea-green blue, later named bondi blue after the color of the water at a beach in Australia, and it was translucent so that you could see through to the inside of the machine. ”We were trying to convey a sense of the computer being changeable based on your needs, to be like a chameleon,” said Ive. ”That's why we liked the translucency. You could have color but it felt so unstatic. And it came across as cheeky.”

Both metaphorically and in reality, the translucency connected the inner engineering of the computer to the outer design. Jobs had always insisted that the rows of chips on the circuit boards look neat, even though they would never be seen. Now they would be seen. The casing would make visible the care that had gone into making all components of the computer and fitting them together. The playful design would convey simplicity while also revealing the depths that true simplicity entails.

Even the simplicity of the plastic sh.e.l.l itself involved great complexity. Ive and his team worked with Apple's Korean manufacturers to perfect the process of making the cases, and they even went to a jelly bean factory to study how to make translucent colors look enticing. The cost of each case was more than $60 per unit, three times that of a regular computer case. Other companies would probably have demanded presentations and studies to show whether the translucent case would increase sales enough to justify the extra cost. Jobs asked for no such a.n.a.lysis.

T opping off the design was the handle nestled into the iMac. I t was more playful and semiotic than it was functional. This was a desktop computer; not many people were really going to carry it around. But as Ive later explained: Back then, people weren't comfortable with technology. I f you're scared of something, then you won't touch it. I could see my mum being scared to touch it. So I thought, if there's this handle on it, it makes a relations.h.i.+p possible. I t's approachable. I t's intuitive. I t gives you permission to touch. I t gives a sense of its deference to you. Unfortunately, manufacturing a recessed handle costs a lot of money. At the old Apple, I would have lost the argument. What was really great about Steve is that he saw it and said, ”That's cool!” I didn't explain all the thinking, but he intuitively got it. He just knew that it was part of the iMac's friendliness and playfulness.

Jobs had to fend off the objections of the manufacturing engineers, supported by Rubinstein, who tended to raise practical cost considerationswhen faced with Ive's aesthetic desires and various design whims. ”When we took it to the engineers,” Jobs said, ”they came up with thirty-eight reasons they couldn't do it. And I said, 'No, no, we're doing this.' And they said, 'Well, why?' And I said, 'Because I 'm the CEO, and I think it can be done.' And so they kind of grudgingly did it.”

Jobs asked Lee Clow and Ken Segall and others from the TBWAChiatDay ad team to fly up to see what he had in the works. He brought them into the guarded design studio and dramatically unveiled Ive's translucent teardrop-shaped design, which looked like something from The Jetsons, the animated TV show set in the future. For a moment they were taken aback. ”We were pretty shocked, but we couldn't be frank,” Segall recalled.

”We were really thinking, 'Jesus, do they know what they are doing?' I t was so radical.” Jobs asked them to suggest names. Segall came back with five options, one of them ”iMac.” Jobs didn't like any of them at first, so Segall came up with another list a week later, but he said that the agency still preferred ”iMac.” Jobs replied, ”I don't hate it this week, but I still don't like it.” He tried silk-screening it on some of the prototypes, and the name grew on him. And thus it became the iMac.

As the deadline for completing the iMac drew near, Jobs's legendary temper reappeared in force, especially when he was confronting manufacturing issues. At one product review meeting, he learned that the process was going slowly. ”He did one of his displays of awesome fury, and the fury was absolutely pure,” recalled Ive. He went around the table a.s.sailing everyone, starting with Rubinstein. ”You know we're trying to save the company here,” he shouted, ”and you guys are s.c.r.e.w.i.n.g it up!”

Like the original Macintosh team, the iMac crew staggered to completion just in time for the big announcement. But not before Jobs had one last explosion. When it came time to rehea.r.s.e for the launch presentation, Rubinstein cobbled together two working prototypes. Jobs had not seen the final product before, and when he looked at it onstage he saw a b.u.t.ton on the front, under the display. He pushed it and the CD tray opened. ”What the f.u.c.k is this?!?” he asked, though not as politely. ”None of us said anything,” Schiller recalled, ”because he obviously knew what a CD tray was.”

So Jobs continued to rail. I t was supposed to have a clean CD slot, he insisted, referring to the elegant slot drives that were already to be found in upscale cars. ”Steve, this is exactly the drive I showed you when we talked about the components,” Rubinstein explained. ”No, there was never a tray, just a slot,” Jobs insisted. Rubinstein didn't back down. Jobs's fury didn't abate. ”I almost started crying, because it was too late to do anything about it,” Jobs later recalled.

They suspended the rehearsal, and for a while it seemed as if Jobs might cancel the entire product launch. ”Ruby looked at me as if to say, 'Am I crazy?'” Schiller recalled. ”I t was my first product launch with Steve and the first time I saw his mind-set of 'I f it's not right we're not launching it.'”

Finally, they agreed to replace the tray with a slot drive for the next version of the iMac. ”I 'm only going to go ahead with the launch if you promise we're going to go to slot mode as soon as possible,” Jobs said tearfully.

There was also a problem with the video he planned to show. In it, Jony Ive is shown describing his design thinking and asking, ”What computer would the Jetsons have had? I t was like, the future yesterday.” At that moment there was a two-second snippet from the cartoon show, showing Jane Jetson looking at a video screen, followed by another two-second clip of the Jetsons giggling by a Christmas tree. At a rehearsal a production a.s.sistant told Jobs they would have to remove the clips because Hanna-Barbera had not given permission to use them. ”Keep it in,” Jobs barked at him. The a.s.sistant explained that there were rules against that. ”I don't care,” Jobs said. ”We're using it.” The clip stayed in.