On That Jony Ive Piece You’ve Already Read

This piece deserves all the attention it’s been getting this week. It’s full of amazing bits of prose like:

Ive’s career sometimes suggests the movements of a man who, engrossed in a furrowed, deferential conversation, somehow backs onto a throne.

and:

I asked Jeff Williams, the senior vice-president, if the Apple Watch seemed more purely Ive’s than previous company products. After a silence of twenty-five seconds, during which Apple made fifty thousand dollars in profit, he said, “Yes.”

And this part resonates with me a lot. We do need more people who care about what they do.

We were in the fast lane of I-280, in squinting low sunshine. When I asked for examples of design carelessness, Ive cranked the conversation back to Apple. He has the discipline to avoid most indiscretions, but not always the facility to disguise the effort. “At the risk of sounding terribly sentimental, I do think one of the things that just compel us is that we have this sense that, in some way, by caring, we’re actually serving humanity,” he said. “People might think it’s a stupid belief, but it’s a goal—it’s a contribution that we can hope we can make, in some small way, to culture.”

Read it here {new yorker}.