‘Ive moved to California to join Apple in 1992. “The anticipation was that I was joining the company that had produced the Mac,” he recalled. “But it was very different.” By then, Apple had lost the innovative spirit instilled by its co-founders Steve Jobs and Steve Wozniak. The turning point was Jobs's return in 1997. He and Ive worked together on the iMac's launch the following year, and forged a relationship that has been central to Apple's success.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in