Though services like Apple Music and iCloud have become more popular over time, the vast majority of the company's vast riches are derived from creating and selling devices that people love. Those devices are often far more expensive than the competition, but they're also often far more attractive and thoughtfully designed than the competition.
Ive is the main reason that Apple's products look and feel the way they do, and those are two of the most crucial reasons for Apple's explosive growth across the past few decades.
From the mid-'90s to today, Apple's rise from boutique hardware company to the world's most profitable smartphone company has been spearheaded by a focus on products.
Look no further than the iPhone for proof — it is, by far, the most profitable of Apple's products, and continues to be viewed as the gold standard in which all other smartphones are measured. It wasn't the first smartphone, nor is it the only smartphone, but it's one of the most desired consumer products on the planet.
That's largely due to Ive's leadership on design.
In an era where the most popular smartphone was a Blackberry, Apple's iPhone redefined expectations and shattered the status quo. Ive's design leadership was crucial to its success and to its ongoing evolution into the iPhone we know today.