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This title details Jony Ive's design philosophy and methodology. It blends biography with design how-to and offers a rigorous and systematic examination of one of history's most remarkable careers. Leander Kahney provides readers with a clear, practical understanding of the guiding principles underlying Jony Ive's phenomenal success. Kahney tells the story of how this one man designs killer products, attracts fanatically loyal customers, and has helped build the world's most powerful brand