Part of modern civilization as we know it is that we exist in a designed world. Design has permeated every single facet of our lives. In recent history, the branding and products released by Apple are one of our most persistent reminders that our lifestyle is a choice of design. Earlier today, I was having a discussion about whether or not the auteur theory can be applied to a designer. Technology blogger John Gruber of Daring Fireball recently spoke about this very topic at Macworld Pulse. Had Steve Jobs never been so concerned with design, his company would never have flourished. For their iconic logo, Jobs turned to the great Paul Rand to put a visual face on his company. His understanding that to make a good product was not enough, that the product must be aware of the user and reflect upon the user was later echoed in a huge way when the company ventured outside of the computer business with the ipod. So perhaps Jobs really was the auteur all along and created a culture in which great creative talent was fostered. Much of Apple’s success is in response to the talent of one product designer in particular, Jonathan Ive. So then, where did Ive look for his influence? Well the answer is obvious; Ive has always clearly been affected by the work of Dieter Rams. Here is a video in which Rams reflects upon some of his most classic utilitarian designs for a modern world.