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The Objects of Our Life (1983)

Exclusive video footage of Steve Jobs talking about his design vision and philosophy and how design worked at Apple.

Back at Apple headquarters in Cupertino, California, he is leading the development of everything he thinks the company will need to bring computers to “the rest of us”: the publicity, the advertising, the educational programs, the groundbreaking television commercial, and above all, the right machine. He asked Joanna Hoffman, a Macintosh marketing manager, about the Issey Miyake-designed clothes she had saved her money to buy: Did she think their asymmetry and superlative craftsmanship could ever have wide appeal in the United States? He was developing his eye, absorbing into his bones the lesson that good design is not mere decoration or ornament, but a paring away to help an object reveal its essence and, ultimately, evoke an emotional connection with its user.

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