Ive soon came up with four new juicy-looking colors, in addition to bondi blue, for the iMacs.
Offering the same computer in five colors would of course create huge challenges for manufacturing, inventory, and distribution.
At most companies, including even the old Apple, there would have been studies and meetings to look at the costs and benefits.
But when Jobs looked at the new colors, he got totally psyched and summoned other executives over to the design studio.
"We're going to do all sorts of colors!" he told them excitedly.
When they left, Ive looked at his team in amazement.
"In most places that decision would have taken months," Ive recalled. "Steve did it in a half hour."
There was one other important refinement that Jobs wanted for the iMac: getting rid of that detested CD tray.
"I'd seen a slot-load drive on a very high-end Sony stereo," he said,
"so I went to the drive manufacturers and got them to do a slot-load drive for us for the version of the iMac we did nine months later."