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Jony Ive Still Asks ‘What Would Steve Do?’ Despite Jobs’ Warning
Jony Ive Still Asks 'What Would Steve Do?' Despite Jobs' Warning Former Apple design chief Sir Jony Ive says he still frequently asks himself "What would Steve do?" – despite Jobs specifically requesting that he shouldn't.
Speaking on BBC Radio 4's Desert Island Discs, Ive shared that Jobs had directly told him before his death in 2011: "I really don't want you to be thinking 'Well, what would Steve do?'"
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