The Future of Apple

Objectified is the second part of a three-film “design trilogy” by Gary Hustwit. It shows the creativity and process that goes into products from toothbrushes to iPods. With the unfortunate loss of Steve Jobs many people are wondering what will happen in Apple’s future. Many are taking more notice of Jonathan Ive, Apple’s design chief, but he is not fond of the spotlight. In this film he discusses Apple’s design theory of function first.

The genius of Steve Jobs will be missed, but he left behind a company with a vision and people who can continue to use this theory to produce the products we have come to expect from Apple.

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