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[|Jonathan Ive] is Apple’s Senior Vice President of Industrial Design. Reporting directly to Apple CEO Steve Jobs, Ive has led the Apple design team since 1996. During his tenure as Senior V.P. of Industrial Design, Ive has been involved in bringing to life such innovations as the [|iMac], [|iPod] , and the I phone.

Design has always been the plot behind Jonnathan Ives work tenure with Apple. He is known for his creative innovation particularly with the Apple’s I Mac, which he has innovated and continued to re-innovate over the years to make it appeal to the audience and target market. His theory behind such innovation consists of the “ undersigned” theory. Which consists of looking and examining the different aspects of the product for e.g. the material and its valid compatibility etc prior to its final design. The main aim behind the approach is to, make the product as user friendly and interactive as possible. And this is done my avoiding and minimizing complication.

In the video Jonnathan Ive further talks about the design approach that Apple uses, which foremost consists of transforming computer outlook from a dull box to a colorful and scriptural pieces hence the innovation is the key to a good design. According to Jonnathan Ive, innovation depends on how you look at the world.

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