As a silversmith, his dad had a big influence on young Jony who graduated in design from Northumbria University. Hired by Apple in 1992, he became Chief of Industrial Design of the company in 1996 and still handles its design team. Very close to Steve Jobs conceptions and very much influenced by German designer Dieter Rams, chief designer for Braun from 1955 to 1997, Ive designed everything we know of Apple revolution: iMacs, iPods, iPhones, iPads. Following his German mentor's motto "Less but better" and his spiritual partner's marketing intuition, minimalist Ive would only use rounded corners, few buttons, brushed aluminum surfaces and plenty of slick glass. Shy and discreet, Ive rules Apple Laboratory, some kind of shrine with tinted windows which very few are allowed to enter. Considered the most powerful Briton in America, Ive was knighted in 2012. As some journalist once put it, with Jobs and Ive, "all of a sudden people have gotten used to elegance and beauty, and there's no going back."