Earlier today, Apple announced Designed by Apple in California, a coffee table book featuring photography of its products and design process that goes on sale tomorrow. In connection with announcement, Jony Ive was interviewed by Japanese design website Casa Brutus. Ive describes the motivation behind the creation of Designed by Apple in California, but also has a lot to say about Apple’s design process. My favorite part is at the beginning of the video where Ive describes how his team nurtures ideas:

One of the things that we’ve learned is the importance of listening. Because as we all know, the very best ideas can very often come from the quietest voice. Ideas are extremely fragile. Ideas are not predictable in terms of when you’ll have them and how many you are going to have. And so over the years, we’ve really created at team and an environment that I think really increases the probability of good ideas and when they actually arrive I think nurtures them.

As Ive speaks, the video shows designers at work in Apple’s studio creating prototypes of Macs, iPhones, and other items. If you are interested in design or the creative process in general, this is a must-watch video.