Like most designers, Ive enjoyed analyzing the philosophy and the step-by-step thinking that went into a particular design.
For Jobs, the process was more intuitive.
He would point to models and sketches he liked and dump on the ones he didn't.
Ive would then take the cues and develop the concepts Jobs blessed.
Ive was a fan of the German industrial designer Dieter Rams, who worked for the electronics firm Braun.
Rams preached the gospel of "Less but better," Weniger aber besser,
and likewise Jobs and Ive wrestled with each new design to see how much they could simplify it.
Ever since Apple's first brochure proclaimed "Simplicity is the ultimate sophistication,"
Jobs had aimed for the simplicity that comes from conquering complexities, not ignoring them.
"It takes a lot of hard work," he said, "to make something simple,
to truly understand the underlying challenges and come up with elegant solutions."