{"id":18941,"date":"2013-12-18T13:23:32","date_gmt":"2013-12-18T13:23:32","guid":{"rendered":"http:\/\/rafaelfajardo.com\/portfolio\/why-apples-dont-grow-on-trees-kleiner-perkins\/"},"modified":"2013-12-18T13:23:32","modified_gmt":"2013-12-18T13:23:32","slug":"why-apples-dont-grow-on-trees-kleiner-perkins","status":"publish","type":"post","link":"https:\/\/rafaelfajardo.com\/portfolio\/why-apples-dont-grow-on-trees-kleiner-perkins\/","title":{"rendered":"Why Apples Don’t Grow on Trees \u2014 Kleiner Perkins Caufield Byers"},"content":{"rendered":"

Why Apples Don’t Grow on Trees \u2014 Kleiner Perkins Caufield Byers<\/a><\/p>\n

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When Jobs returned to Apple as CEO in 1997, design head Robert Brunner had recently resigned, and his deputy Jonathan Ive was thinking of leaving, too. Mr. Ive decided to stick around, though, and he and his team proceeded to craft some of the most memorable products in decades. The translucent, candy-colored iMac helped arrest Apple\u2019s nosedive, and Mr. Ive and his team went on to devise new form factors for all the new i-devices that Apple kept developing\u2014iPods, iPhones, iPads. Mr. Kahney\u2019s biography takes us inside the creation of these memorable objects, if not inside the mind of the man himself.<\/p>\n

Mr. Ive is a true genius in crafting the physical feeling we get when holding one of his devices. Mr. Kahney shows how, as a student in England, Mr. Ive was trained from a young age as a maker\u2014someone who could draft and sculpt exquisitely with his own hands. As a result, he wasn\u2019t afraid to delve deeply into the minutiae of a problem\u2014one time he went over his boss\u2019s head to Jobs to fight for using a specific type of screw on the Power Mac G4. It\u2019s a choice that may have seemed minuscule to others but was gravely important to him\u2014like a skilled chef who knows the taste of a dish using salt from one region can be completely different than salt taken from another.<\/p>\n

But all that genius might have gone to waste if Jobs hadn\u2019t elevated design to the role he did. To Jobs, design was never just about plastic versus aluminum (though such choices were always made with great care). Apple\u2019s approach under Jobs recognized that great design had to be flawlessly manufactured and marketed at a profit margin advantageous to Apple. That is, producing the right product required not only Mr. Ive identifying the perfect aluminum but CEO Tim Cook locking down the raw materials at a sustainable price. Though on the surface Apple appears to be dominated by the guys in black turtlenecks, what truly distinguishes the company is how integrated its efforts are\u2014the manufacturing requirements and supply-chain logistics are included in the design process.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Why Apples Don’t Grow on Trees \u2014 Kleiner Perkins Caufield Byers When Jobs returned to Apple as CEO in 1997, design head Robert Brunner had recently resigned, and his deputy Jonathan Ive was thinking of leaving, too. Mr. Ive decided to stick around, though, and he and his team proceeded to craft some of the […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"link","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[10],"tags":[],"class_list":["post-18941","post","type-post","status-publish","format-link","hentry","category-words","post_format-post-format-link"],"jetpack_publicize_connections":[],"jetpack_shortlink":"https:\/\/wp.me\/p6PWot-4Vv","jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/18941","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/comments?post=18941"}],"version-history":[{"count":0,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/18941\/revisions"}],"wp:attachment":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/media?parent=18941"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/categories?post=18941"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/tags?post=18941"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}