What Jony Ive and (to a smaller extent) Dieter Rams think of Apple

.... And a small insight into what happens behind the behind the scenes (intentional repeat) of the designing process of a device.

I'm sure a lot of you might've seen it, and still more of you that are used to this kind of stuff in Apple's Keynotes (I am, a little), but I'm posting it for those who haven't/aren't.