Before a small selection of consumer brands – most famously Apple, led by its late founder Steve Jobs and chief designer Sir Jonathan Ives – turned the notion completely on its head, it was once accepted wisdom that function would always trump form when consumers were faced with choosing between competing technology products.
Today, despite their transformative effect on the intersection of design and technology, manufacturers charged with mass producing consumer-facing technology could be forgiven for cursing Apple, Ives, Jobs. Why? Because the success of the company’s products – iPod, iPhone, iPad – has completely and irreversibly reshaped our expectations of technology.










