Q: How do you clear away — this is almost an organizational question, but it’s an essential question, and in any creative enterprise — clear away the — forgive me — the crap of everyday concerns and meetings that are of modest interest, et cetera, and think down the line in essential ways. How do you organize that? How did you figure out how to do it in your place of work?
IVE: Well, I — I — I mean, this — this is something very literally I had the most wonderful teacher in Steve, and I have never — I have never met anybody with his focus. And the — the — the efforts — its not you decide to be focused one month and you strung (ph) along, but the hourly, the daily extraordinary effort that it takes to focus.
And I remember sort of early on when we were working, and he was saying that, Jony, you have to understand there are measures of focus, and one of them is how often you say no. And we — we got into this incredibly patronizing deal where he would ask me how often I said no, and I would make stuff up, and one night — no, that’s not quite true. I didn’t make it up, but I wasn’t interested in doing something. So to say no was — was without great sacrifice.