Design is the foundation for producing creative, innovative and practical objects and services. Why is design not recognized for its value?

The iPad came out a few years ago and since then I have counted over 3000 articles, commentaries and newspaper reports on both Apple as a company and as a cultural phenomenon with the iPad as the focus. I am sure that I have missed many hundreds more.

Most of the articles talk about Apple having a “magic touch” or “they seem to be magically aware of what consumers want.” Financial writers and researchers talk about a company whose valuations have gone into the stratosphere. The stock which just a few years ago was thirty dollars is now worth over 350 dollars.

So, what is all this magic about? I would like to suggest that there is only a little bit of magic and a great deal of wisdom. The wisdom is drawn from Apple’s intense connection to Design processes best exemplified by the central role played by Jonathan Ive, a graduate of the Royal College of Art and Senior Vice-President of Industrial Design at Apple. Ive is responsible for many of Apple’s innovations, including the iPad.

Design thinking should be built into learning and corporate activities and not seen as some kind of creative add on.

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