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"At Apple, there's sort-of secret stuff, like its unboxing room. Then there's really secret stuff, like what the next iPhone will be. And then there Jonathan Ive's office.\nThe studio where Apple's chief designer works is off limits to almost everyone at the company, according to an interview with London's Telegraph. Only a privileged few \"select employees\" are allowed into Ive's secluded office on Apple's Cupertino campus, and the windows are tinted to deflect any prying eyes.\nApple has embedded secrecy deep into its operations, and it appears much of that is directed at keeping Ive's work shrouded until it's ready. The approach makes a lot of sense: Ive, who just formally received a British knighthood, is arguably the most influential man at Apple today. His designs for the iPod, iPhone and iPad alone have reached millions of customers, and they all spent a lot of time in his studio on their way to release.\nIve is also full speed ahead on the next big Apple release, which he says is the \"most important\" work he's ever done. He obviously doesn't spill any details, and suggests he wouldn't even tell the Queen herself about the project if she asked.\nLike his former boss, the late Steve Jobs, Ive's design philosophy and attention to detail were heavily influenced by his father. Paul Jobs was a machinist and Ive's father built furniture, and both instilled a respect for craftsmanship in their sons.\nSimilar to how Jobs described how his father taught him to make the back of a cabinet as beautiful as the front even though no one will see it, Ive talks about a desire to \"finish the back of the drawer.\" From the interview, it's clear that this philosophy of perfectionism is part of the cultural fabric at Apple.\n\nSEE ALSO: Apple\u2019s Jonathan Ive Is Now a Knight\nIn that quest to build great products, Ive also talks about times he turned back. When he finds himself repeatedly justifying a product to himself or others, it often means the project just isn't good enough. Ive says he's killed programs at a very mature stage based on these \"sinking feelings.\"\nIve's designs are hailed for their simplicity, but he says that's a harder thing to achieve than it appears. True simplicity, he explains, must stem from the core idea of the product \u2014 the very problem it's trying to solve.\n\"Simplicity is not the absence of clutter, that's a consequence of simplicity,\" he says. \"Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple. The quest for simplicity has to pervade every part of the process. It really is fundamental.\"\nWhat do you think of Jonathan Ive's approach to design? Share your thoughts in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
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