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“For giving a damn”

October 25, 2011

Quote of the day came from the late Steve Jobs through Jonathan Ive himself, the very person that  Steve had specifically made not to be bossed around at Apple when it comes to designing products.

He’s a calm person, who’s deeply focused on his work , and he’s one of many reasons why Apple devices are so desirable. He worked closely to Steve, shared the same passion when it comes to the details of a product.

In Steve Jobs bio that just recently published (via 9to5Mac), Jon revealed:

“Steve and I spend a lot of time on the packaging. 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.”

No one in the industry ever before thought something as trivial as the packaging of a product like they do, but it proves to be quite of a big deal. This is why Samsung shamelessly copy Apple, down to the packaging of their products. No wonder Steve was furious.

Lots of  competitors only know to steal and copy Apple’s ideas, they all clueless how to get such remarkable design achievement. Jon presented the simply answer when he gave a moving enclosure speech, at Apple’s special event of Steve’s life celebration:

You can see his smile can’t you? The celebration of making something great for everybody. Enjoying the defeat of cynicism. The rejection of reason. The rejection of being told 100 times, “You can’t do that.”  So, his I think, was a victory for beauty, for purity. And as he would say, “For giving a damn.”

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