Apple Carries On

Excerpt from "Jony Ive: The Genius Behind Apple's Greatest Products" by Leander Kahney

Chapter 13 - Apple's MVP

Apple’s competitors are catching up, as the Android continues to mature and attract the kind of user who likes more control and more choices. Microsoft’s Windows 8 won plaudits for its clean, ambitious touch interface. “This is a defining moment, where hardware fulfills its promise and simply gets out of the way,” wrote Alex Schleifer, design and creative director at Say Media, a San Francisco advertising company. “A shape of glass existing solely to contain an experience. The user interface will be how we remember a device, fondly or not. The way it looks and reacts. It will live in our cars and living rooms, become part of the architecture, cover our landscapes. It will affect the media we consume, the way we look at the world, and how we learn and communicate. Here’s to the age of the user interface.”

 

In an interview published in Bloomberg BusinessWeek, Cook shed little light on the top-level changes and direction at Apple, beyond deflecting inquiries with some standard Cook-style remarks: “Creativity and innovation are something you can’t flowchart out. You know, small teams do amazing things together. Collaboration is essential for innovation.”