Excerpt from “Jony Ive: The Genius Behind Apple’s Greatest Products“:

Over in IDg, Jony began, as usual, with the iPhone’s story. As he later explained, it was all about how the user would feel about the device. “When we are at these early stages in design, when we’re trying to establish some of the primary goals–often we’ll talk about the story for the product–we’re talking about perception. We’re talking about how you feel about the product, not in a physical sense, but in a perceptual sense.”
Ive is an interesting guy, but I have a problem with the book’s title. I would modify it: “Jony Ive: One of the Geniuses Behind Apple’s Greatest Products”.
Design is a collaborative process and as noted in the book, Ive was part a rockstar team of designers and engineers. This doesn’t negate Ive’s genius, it’s simply a more accurate description of the reality that exists in the world of design.
Think of Jimmy Page. He’s one of the most talented guitarists that ever lived, but the magic he created in Led Zeppelin was through his collaboration with John Bonham, Robert Plant and John Paul Jones.
The lone genius is capable of amazing feats, but get a group of brilliant people together and who knows what’s possible. The sky’s the limit.