1. Steve Jobs' Vision for Product Design

Upon returning to Apple after his departure in 1985, Steve Jobs assessed the myriad of products the company had been releasing. He noted a distinct lack of appeal in their offerings, which were predominantly uninspired gray appliances. To address this, he created a 4x4 grid categorizing products, which ultimately led to a significant reduction in Apple's lineup to just four key items. This drastic simplification would forever alter Apple's trajectory, establishing it as a globally recognized brand.

2. The Elegance of Simplicity

Jony Ive joined Apple in 1992, resonating with Jobs' principle that "simplicity is the ultimate sophistication." This idea, rooted in Dieter Rams’ "Less but better" philosophy, became a cornerstone of Apple's design ethos. From the Macintosh to the iPod and iPhone, the focus on eliminating the superfluous was key to crafting aesthetically pleasing and functional products that fostered emotional connections with users worldwide.

3. The Shift from Skeuomorphism to Minimalism

What is 'skeuomorphism'? It's a design approach that mimics real-world counterparts. Early iPhone apps showcased this, with icons resembling physical objects, like a classic compass or a wall calendar. This design style was spearheaded by Apple engineer Scott Forstall. However, after his departure in the mid-2000s, Jony Ive led a reimagining of the interface, collaborating with designers like Alan Dye to streamline icons, aligning them with Apple's minimalist hardware.

4. The Birth of the Apple Watch

Ive and his team undertook extensive studies in horology to ensure the Apple Watch was both functional and stylish. They examined how the British adapted grandfather clocks into portable timepieces and how wristwatches became fashion accessories thanks to pioneers like Louis Cartier. This research culminated in the design of the Apple Watch, particularly the 'crown,' which symbolized a connection between traditional timepieces and modern technology.

The first video, "What Would Steve Do? | A Look at Steve Jobs Vision for Apple," offers a compelling exploration of Steve Jobs' enduring influence on Apple and its product philosophy.

5. Exploring Future Opportunities

To sustain growth, Apple collaborated with McKinsey & Company to analyze potential markets. Already a leader in the $500 billion consumer electronics sector, Apple sought to explore new territories, such as the $2 trillion automotive industry or the $7 trillion healthcare market—setting the stage for speculation about an Apple Car.

6. Shifting Business Strategies

In recent years, Apple faced declining hardware profit margins while service revenues surged. As the costs of new components increased and product sales plateaued, Tim Cook recognized the necessity for a strategic shift.

7. Expanding into Service Products

Tim Cook envisioned a future where Apple would not only sell devices but also offer subscription services for movies, digital payments, and access to publications. This pivot towards services marked a critical evolution in Apple's business model.

8. Jony Ive's Evolving Role

Previously, Ive led a small, dedicated design team, thanks to Jobs' protective oversight. Fast forward 20 years, and he found himself managing a vast team burdened with bureaucracy and endless meetings. The toll of his demanding schedule, which included 60-80 hour workweeks, eventually led him to transition to a part-time role, culminating in his departure from Apple to establish his own design studio.