Hot the heels of Apple's recent double D&AD Black Pencil victory
for excellent design the British newspaper the Independent interviewed
Jonathan Ive, Apple's senior vice-president of industrial design and now holder of a record six Black Pencils. There's a charming sense of British lad made good about the piece, and it's always interesting to learn about how Ive approaches his craft.
He says that his "goal is simply to try to make products that really are meaningful to people. Ultimately there is something motivating and inspiring in seeing someone using an Apple product and enjoying an Apple product." And fortunately for our favorite fruit company Ive insists that he can't possibly imagine working anywhere but Apple.