When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

1 "Most Influential Briton in America" by the Daily Telegraph. ISBN 978-1-4516-4853-9. He also was nominated for a British Inspiration Award.

He also provides leadership and direction for Human Interface (HI) software teams across the company. Sir Jonathan Paul "Jony" Ive KBE (born 27 February 1967) is an English designer and the Senior Vice President of Industrial Design at Apple Inc.