And yet Ive appears to be quite a gentle person. There are long pauses after each of my questions as he considers his answer and orders his thoughts. When he talks about his work with Apple, he almost always talks about “we”, rather than “I”. Everything he says emphasises the teamwork involved in producing products such as the iMac, the candy-coloured computer that relaunched Apple on the path to success, or the iPad, the tablet that has redefined the way people use computers. Certain words come up time and again, particularly “simplicity” and “focus”.