After graduation Ive helped to build a design firm in London, Tangerine, which got a consulting contract with Apple.
In 1992 he moved to Cupertino to take a job in the Apple design department.
He became the head of the department in 1996, the year before Jobs returned, but wasn't happy.
Amelio had little appreciation for design.
"There wasn't that feeling of putting care into a product, because we were trying to maximize the money we made," Ive said.
"All they wanted from us designers was a model of what something was supposed to look like on the outside,
and then engineers would make it as cheap as possible. I was about to quit."
When Jobs took over and gave his pep talk, Ive decided to stick around.
But Jobs at first looked around for a world-class designer from the outside.
He talked to Richard Sapper, who designed the IBM ThinkPad,
and Giorgetto Giugiaro, who designed the Ferrari 250 and the Maserati Ghibli.
But then he took a tour of Apple's design studio and bonded with the affable, eager, and very earnest Ive.
"We discussed approaches to forms and materials," Ive recalled.
"We were on the same wavelength. I suddenly understood why I loved the company."