The Secret Sauce of Jony Ive | Ingredient #2: Believe in Your F'ing Self Secret Sauce

There might be no other product in the world more ubiquitous than one designed by Apple. Known for products with sleek features, classic design elements, and of course, their signature logo, Apple has a cult of fans that brandish their beloved purchases with a great deal of pride. The tech company's product line has evolved from computers to mobile devices to wearable technology and continues to set trends. Apple's success is undeniable. However, that wasn't always the case. In the 90s, Steve Jobs was ousted, sales were plummeting, and products weren't sexy. Luckily, there was a little-known design genius from across the pond ready to make his mark on the world and forever change the landscape of how people interact with products: enter Jony Ive, the creative genius who revolutionized modern design and functionality.

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