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It's January 2012 at Apple Headquarters in Cupertino, California.

Apple's vice president of design, Johnny Ive, marches down an empty corridor lined with dark tinted windows, reaching a thick, locked door.

The British designer swipes his ID card and enters the most secret and restricted area of the Apple campus, the design studio.

Johnny nods to the assistant at the reception desk and then heads toward the main room.

The large workshop is lined with six long steel tables displaying prototypes and half finished models of future designs.

This is where Johnny spent hours working and obsessing over every detail with Apple co-founder Steve Jobs.

But since Steve's death, Johnny has found it difficult to summon up his old enthusiasm, until now.

At the far end of the room, Johnny's design team has gathered around a table, one of them spots their boss.

Ah, morning, Johnny. But Johnny doesn't answer. Instead, he strides up to a large whiteboard on the wall.

He grabs an eraser and starts wiping the scribbled remains of a previous meeting off the board as he speaks.

What we make describes us. It describes the things we care about. It describes our values.

Everything around us speaks to who made it, whether they were preoccupied and driven by price and schedule or whether they were driven by care and trying to make a product that would make our lives genuinely better.

With the whiteboard clear, Johnny turns to face his team. And so many other companies, ideas and great designs get lost in the process.

Here, they are the process. And I want you to remember that because this morning, we're starting something.

He pauses a moment and his team stares back, hanging on every word. I've been thinking a lot recently about clock towers.

Now, what happened to that medieval technology over the centuries?

Steadily, the clock became a household object. Not something you'd have in every room, not at first. You might have won for the whole house.

But as technology improved, the mechanisms became smaller. And time-telling migrated to your pocket, like the Victorian gentleman with their fog watches on a chain.

Johnny pulls out his iPhone. We've made technology more personal and more accessible.

We're all routinely carrying around these incredibly powerful computers in our pockets.

But this isn't the end point of that technology. This...

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