Whether you love or hate the way they do business, there are not many people who would argue that Apple creates product of deep thought and beauty. In this video, Apple chief designer Jonathan Ive, he who is credited with ideating every Apple device since the first iMac, talks about purposeful design in particular in relation to the unibody components of the MacBook Pro.

It’s interesting to compare that video to an archive one from a few years ago,

An interesting part for me comes a couple of minutes from the end when Ive declines to comment on the iPod battery issues that surfaced a few years ago – something of an insight into the control that everyone, even Ive himself, are under at Apple HQ.

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Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.

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