Deconstructing Product Design

iPod 5G

Apple, 2005

1. The Apple iPod has become the symbol of a generation. Its simplicity of design and flawless integration with the iTunes Music service has forever transformed the music industry while also demonstrating the power of superior design and innovation in business. Jonathan Ive comments: “Steve [Jobs] made some very interesting observations very early on about how this was about navigating content. It was about being very focused and not trying to do too much with the device — which would have been its complication and, therefore, its demise … What’s interesting is that out of that simplicity … came a very different product. But difference wasn’t the goal. It’s actually very easy to create a different thing. What was exciting ...