through the eyes of johnny ive. hnny: design is one of those i think in many ways massively misunderstood words. there are so many different definitions of the word. design to us. designs that it's far beyond what something looks like. it's the whole thing. it's how it works. it's how it feels. there are certain things that are easy to represent. obviously what something looks like is very often the first sort of connection that you make with a device. you make i think a lot of subconscious decisions about the nature of something by what it looks like. you decide how you think you would hold it and how much it would cost and how much it would weigh. charlie: that has to do with products, houses, boats, cars? >> it's -- our -- i remember when i was at art school, and i had this -- now it sounds actually very naive that i could have been studying design for so long. but in realization that what we make describes us. it describes the things that we care about. it describes our values. our values, it describes our preocc

charlie: so what does this say about johnny ive? >> i think what it says about apple -- charlie: you work with a team. >> i work with an incredible team. but -- one, i think that it -- it says a lot that there's a danger, particularly i think in business. it's one of the things that of any noticed a lot. that in the context of a business in a meeting room, we tend to be much more comfortable talking about product attributes that you can measure with a number. that's -- that's a fairly safe conversation to talk about. but variety is bigger than two and nobody is going to argue that. so we tend to talk historically about price and speed. and those more emotive -- those ess tangible product attributes can be ignored. and we made probably the most important decisions of our lives in the absence of numerical data. charlie: yes. >> i think this says is that -- that we try to go beyond some sort of functional imperative. it just doing the job is just the price of admission. and i think that we care so much more deeply than just trying to g

more resources than we would as a -- that we would have as a startup which we still are. , emily: johnny iveseferred to xiaomi'shone, -- phone. he said you had stolen his design. how do you respond to that? ♪ emily: you were born and raised in brazil. you got into computers. you made it to m.i.t. you were class president. hugo: you should blame my mom for all of the above. [laughter] she really is the one person who pushed me all along and still does by the way. emily: you founded your first company after college, a mobile speech recognition company that got bought by nuance communications. hugo: that is right, yeah. emily: that powers apple's siri. hugo: there is some amount of code. we don't know how much that made its way to the software that powers siri today. emily: you joined google in london. and you rose up through the ranks. became the public face of android. what was it like working for what was that ride like? what was it like working for andy rubin? hugo: i worked for a few really amazing executives and mentors and then of course andy, one of the most brilliant in tech ever, a man

steve jobs, tim cook, and johnny ives. this conversation took place in september, 2015.harlie: everybody would like to know the answer to this question. what is it about apple? why apple? tim: it is the people, charlie. we do have a little bit of money. we have some ip and so forth. it is the people that make apple. it is the people and the culture. is this veryere unique blend of idealism that anything is possible. that we can be bold. and a deep humanity. everybody here would like to change the world. we do that through our products. tools thative people make them do things or allow them to do things that they could otherwise do. that is the thread that ties this altogether. charlie: by? why because of the feeling? tim: that you get when you are making a difference -- altogether. charlie: why? tim: because of the feeling that you get when you are making a difference. after you get that feeling, you become incredibly selfish -- you never want to give it up. you know how special it is. i have never encountered it in other places. i hold it dearly. charlie: different mind

to understand apple you need to know three people steve jobs, tim cook and johnny ives.we begin with tim cook. this interview in the cafeteria of apple took place in september of 2015. everybody wants to know the answer to this question. what is it about apple? why apple? >> it's the people, charlie. we do have a little bit of money and we've got some ip and so forth and all this stuff is great. but it's the people that make apple. it's the people and the culture. and the culture here is this very unique blend of idealism that anything is possible that we can be bold and deep humanity. everybody here wants to change the world and we do that through creating the great parts of the world and we try to give people tool that make them do things or allow them to do things that they could not always do. that's sort of the thread that types us all together. and it's the best place in the world to work. >> rose: why? >> because the feeling. the feeling you get when you're making a difference. it's better than any paycheck, it's better than anything you could ever get out of a jo