Designer Jony Ive: The man for the next big thing

Jony Ive designed the iPhone. Now, for the company behind Chat-GPT, he's tasked with integrating artificial intelligence into a device for the masses. The potential is enormous, but so is the risk of failure.

The office was so secret that only a few were allowed in. There was just a white sign on the door, no inscription. The office was Jony Ive's design studio. The Brit spent many hours there alone with his boss, Steve Jobs – the Apple founder. Employees describe the interior as a cross between a high-tech temple and a Zen studio; everything was stripped down to the essentials. Just as Apple's long-time chief designer, Ive, also demanded of his team: "Take them out," he is said to have told them when they wanted to add more buttons and switches to the iPhone.