Oliver Haslam·

Tim Cook Talks Heroes, Jony Ive Discusses Design In New Interviews [Video]

For a company that used to be so introverted, Apple’s executive team seems to have really found its voice of late, and now both CEO Tim Cook and chief of design Jony Ive have been at it again, both appearing at different events and speaking about a variety of subjects.

Tim Cook sat down at the University of Oxford for an interview at the Saïd Business School and spoke of his heroes and why he finds that choosing a hero who has died has proven to be the best course for him, saying that they “don’t disappoint you.”

Perhaps dovetailing with that notion, Cook also spoke about Steve Jobs and how his former mentor taught him that it is the journey, not the destination, that is the most important part of life.

Steve taught me that the joy was in the journey. That is wasn’t in the final thing. That the joy was really the daily stuff. Steve taught me the importance of focus and that it didn’t matter who you are and it didn’t matter if it was your personal life or your business life that you can only do a few things well. And that you had to be ruthless as you choose what things you’re going to be great at.

Jony Ive took to the stage at The New Yorker TechFest to talk about “The Shape of Things to Come” with The New Yorker’s editor David Remnick. Ive spoke, as always, in a way that does not really lend itself to being read – you need to hear how Ive delivers lines to truly appreciate the feeling behind them – but he did comment on the thought process behind liking, or disliking something. According to Ive, it’s all about care.

I truly believe that we may not be able to consciously articulate why we like something, but I believe as a species, I believe we sense care. Some — and we would find it very hard to articulate, but that we — that we genuinely sense care in the same way we sense carelessness.

Both interviews are available online and make for an interesting watch. Be sure to check them out when you are at a loose end – there are certainly worse ways to kill time!

Tim Cook Interview

Jony Ive Interview

(Sources: Saïd Business School [YouTube], The New Yorker [YouTube])

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