Early on, Mike Markkula had taught Jobs to "impute" -- to understand that people do judge a book by its cover
and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside.
Whether it's an iPod Mini or a MacBook Pro,
Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion.
"Steve and I spend a lot of time on the packaging," said Ive.
"I love the process of unpacking something. You design a ritual of unpacking to make the product feel special.
Packaging can be theater, it can create a story."
Ive, who has the sensitive temperament of an artist,
at times got upset with Jobs for taking too much credit, a habit that has bothered other colleagues over the years.
His personal feelings for Jobs were so intense that at times he got easily bruised.
"He will go through a process of looking at my ideas and say, 'That's no good. That's not very good. I like that one,'" Ive said.
"And later I will be sitting in the audience and he will be talking about it as if it was his idea.
I pay maniacal attention to where an idea comes from, and I even keep notebooks filled with my ideas.
So it hurts when he takes credit for one of my designs."
Ive also has bristled when outsiders portrayed Jobs as the only ideas guy at Apple.
"That makes us vulnerable as a company," Ive said earnestly, his voice soft.
But then he paused to recognize the role Jobs in fact played.
"In so many other companies, ideas and great design get lost in the process," he said.
"The ideas that come from me and my team would have been completely irrelevant, nowhere,
if Steve hadn't been here to push us, work with us, and drive through all the resistance to turn our ideas into products."