Better Living Through Thinking

But if Jobs is the public keeper of Apple's design zeitgeist, then Ive is the private leader of its talented design team. "Apple is a cult, and Apple's design team is an even more intense version of a cult," notes Riley. Actually, it's not a big cult -- just a dozen people or so. But they operate at an extremely high level, both individually and as a group. Ive has said that many Apple products were dreamed up while eating pizza in the small kitchen at the team's design studio.