What makes Apple, Apple

Jony Ive's interview with Charlie rose on what makes Apple, Apple. after he left Apple, now this interview is much more worthy. 0:51 what is design. 4:18 what apple products say about apple. 6:11 why details matter. 15:42 humanity in Design. 18:36 importance of prototyping. 22:30 the unreasonable man. 24:56 design process. 26:18 new; (danger in design) 27:34 perfection. 33:06 what makes apple, apple. 35:12 problem framing. 42:22 first meeting with steve. 45:40 what is knife! 48:00 loud idea.(2nd danger) 49:40 who is jony ive. 51:15 criticism. 52:17 surgical precision. 55:15 packaging. 58:55 fluency. 1:00:55 design & making. 1:04:50 possibility of apple not being apple. (3rd danger) 1:07:37 material fluency. 1:10:24 ambition #design #apple #jonyive #interview #charlierose #business #stevejobs #product #industrialdesign