“He allowed staff to take a month after a software release to work on any project of their choosing. The policy helped birth new products for Apple, including the software design that became the impetus for a streaming video device, the Apple TV.”

“Ive began refashioning the icons to harmonize the phone’s digital graphics with its physical shape. They quickly addressed the detail that had always irritated Ive, getting the curve of the icons of Apple’s apps to match the physical curve of the iPhone. The corners of iOS 7 were redesigned using Bézier principles, creating a smoother, more organic bend that was used for the corner of every app… He also began looking for a thinner sans-serif typeface for every app and exploring ways to enliven the home screen with brighter colors. The subtle changes signaled a major departure from the past.”

“The designer [Jony Ive] believed that ideas were fragile, tentative things that came at unexpected times from unknown places. Rising up out of the ether, they initially seem obvious and brilliant but can quickly be deemed impossible, squashed by the recognition of some insurmountable hurdle that could prevent them from becoming a reality. He and Jobs shared a belief that ideas should be nurtured, not crushed.”