5 things we learned about Jony Ive

Simplicity is everything
We've heard this one before but it's good to get it from the horse's mouth. Jony – who designed the iPod and the iPhone – reckons that since products are tools, design shouldn't get in the way of using technology: "Simplicity is not the absence of clutter; that's a consequence," he says. "The quest for simplicity has to pervade every part of the process. It really is fundamental."