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This 1999 Apple video shows Jony Ive in the process of becoming Jony Ive

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28.06.2019

If you want to know the legacy of Jonathan Ive, who announced today that he will step down as Apple’s design chief after 27 years at the company, you don’t need to look very far. It’s visible in every iPhone you see in someone’s hand. And Apple Watch on a wrist. And MacBook on a Starbucks table. Given Ive’s immense influence on products from other companies, it’s not a stretch to say that our era’s consumer electronics look pretty much the way that Jony Ive thinks they should.

But Ive is almost as famous for his durable part as a spokesman in videos played at Apple launch events, crisply hyping new products as gorgeous product shots swoop by. In the years since Steve Jobs’ death in 2011, these videos have played an even greater role in Apple’s traditional creation of a reality distortion field around its latest stuff.

Which led me to wonder: When did Ive begin appearing in such promos?

At Macworld Expo 1999, Apple’s big news was the Power Macintosh G3, a high-end tower desktop. After introducing it, Steve Jobs played a promotional video, prefaced with a Henry Kissinger quote and featuring Burt Bacharach and Hal David’s The Look of Love on the soundtrack. (If you know who’s singing, please tell me; I’m not sure, and it stumped Shazam.) The video touts lustworthy features such as a 400-MHz processor, up........

© Fast Company