As well as being the design supremo at Apple for the best part of 20 years, Sir Jony Ive has been a star of Apple's promotional videos for almost as long. We're fully used to seeing him sitting in front of a white background, singing the aesthetic virtues of the latest iDevice. But the Apple videos weren't always that way.
Take the 1997 promo for the 20th Anniversary Macintosh, for example, a hideous machine in retrospect, but among the first to feature an LCD screen over the more common CRT display. It's filmed with an office in the background and Ive himself in a suit. Clearly, Apple's target market was a long way from that of the iPhone and iPad's mass appeal.
And, when you realise that the 20th Anniversary Mac cost no less than $7,499 on release, it's easy to see how far the company has come in just 15 years.
It's not just the products that have slimmed down since - Ive's hairline has followed his own design policies too.