28. Designing fantastic service

I’ve met Sir Jonathan Ive. Sorry about the name drop and I appreciate that may (or may not) impress you. But if you’ve ever held an iPad, iPhone, iPod or an iAnything, it’s Sir Johnny Ive and his team who made you go all gooey, become unrealistically attached to an inanimate object and think ‘want, want, want, must have’.

Apple design the very best technology products. And that doesn’t happen by accident. Teams of people spend thousands of hours making your iThing simple to use and stunning to look at.

You know that the most unassuming designs often take masses of hard work to make them appear simple. You know your customers crave simple, and ...

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