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Bono: Jony Ive Is Obi-Wan

18 April 2013 1,753 views No Comment

U2 and Apple have history — Product Red, the U2 iPod and iTunes. Apparently the relationships go deeper. Time Magazine tapped U2 frontman Bono to write about his friend, Apple Senior Vice President of Design, Jony Ive for their annual Time 100 who’s who.

Jony Ive is himself classic Apple. Brushed steel, polished glass hardware, complicated software honed to simplicity. His genius is not just his ability to see what others cannot but also how he applies it. To watch him with his workmates in the holy of holies, Apple’s design lab, or on a night out is to observe a very rare esprit de corps. They love their boss, and he loves them.

What the competitors don’t seem to understand is you cannot get people this smart to work this hard just for money. Jony is Obi-Wan. His team are Jedi whose nobility depends on the pursuit of greatness over profit, believing the latter will always follow the former, stubbornly passing up near-term good opportunities to pursue great ones in the distance. Jony’s values happen to add value — emotional and financial.

It takes a unique alchemy of form and function for millions of people to feel so passionately about the robot in their pocket.

Greatness over profit. Ive as Obi-Wan. Apple designers as Jedi. Maybe just a little over-the-top…

What’s your take?

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