People are calling The New Yorker profile of Jony Ive the most important thing written about Apple in quite a while, and I’d have to concur.

Not only is it full of fascinating details, it puts Ive at the center of Apple, where he belongs. As the piece’s author, Ian Parker, writes: “More than ever, Ive is the company.”

This is something that’s been true for a couple decades, but still isn’t apparent to most people — even veteran Apple watchers. Such is the company’s secrecy, and the tendency of the public to equate everything Apple does with Steve Jobs, that the true story has yet to be told. Ive has not gotten the credit he deserves.

When you’ve designed some of the most successful consumer electronics in modern history, where else can you look but up?

One of the many interesting tidbits in The New Yorker’s 17,000-word profile of Jony Ive surrounds his fascination with the Apollo space program and, yes, designing spacesuits. It doesn’t sound like the spacesuit itself was what inspired Apple’s top designer as much as the process that went into it.

Ive mentions he’s been watching the old Discovery channel series Moon Machine about the challenges facing the Apollo program. NASA designers had no idea what goals they even needed to meet for the suit, but built up to the final design with invention after invention until they got it right.

An anecdote from The New Yorker’s time in Ive’s hallowed design studio (emphasis added):

Nothing quite solidifies an Apple product’s significance in pop culture like The Onion’s take. America’s satirical publication of note has already decided to give us a glimpse at the rumored Apple car.

The mysterious automotive project that’s reportedly codenamed “Titan” will have the following features:

If there’s one thing today’s New Yorker profile of Jony Ive hammers home, it’s how important the Apple Watch is to Apple’s design guru. The 16,000-word story reveals how Ive pushed the Apple Watch as a project, shortly after Steve Jobs’ death, when Apple was under pressure to come up with its next insanely great idea.

Here’s all the ways

The Greek mythological character Icarus ignored his father’s warnings and flew too close to the sun. The intense heat caused the wax that was holding his wings together to melt and he tragically crashed into the sea below him.

If only Icarus had the Extreme Micro Drone 2.0 at his disposal, he’d have not only been able to fly at great heights, but also perform death defying stunts while recording all the action. You can get one for yourself at Cult of Mac Deals for a limited time.

As rumors of an Apple car start to gain speed, Piper Jaffray analyst Gene Munster has run the figures to find out what kind of business proposition automobiles could be for a company that tends to steer clear of small or low-margin markets.

His verdict? If Apple cars were even a “moderate success,” Tim Cook and pals could be looking at an extra $50 billion per year in revenues. To put that figure in context, it would be an increase of 23 percent on top of the already impressive cash-generating machine that was Apple in 2015.

Remind us to remortgage our homes to buy AAPL stock!

Computer users of a certain age remember the Commodore 64. Millions brought the future into their homes with this, their first personal computer.

And if you still have a Commodore 64, dust it off and make sure it’s not a Commodore 65. A model with the higher digit sold on eBay Sunday for close to $23,000.

The 64 still holds sales records. It outsold IBM and Apple during the early 1980s, in part because it sold in retail stores and not just electronics or computer stores.

But the 65? It never made into the stores.

In what may be the longest magazine feature yet dedicated to Apple’s industrial design guru, the New Yorker has just published a sprawling 16,000 word profile of Jony Ive — taking readers from his early meetings with Steve Jobs up to the present day.

It’s jam-packed with fascinating tidbits about Ive, his secretive design studio, and Apple’s past and future. While I’d thoroughly recommend reading the whole article, here are the details that really leaped out:

Based on what Steve Wozniak has said in the past, it would be very easy to come to the conclusion that the Apple co-founder is far from excited about the Apple Watch. In an interview with CNNMoney late last year, Woz seemingly dismissed it as a “luxury fitness band,” and said that he had gotten “real negative on smartwatches.”

What a difference a few months makes. In a new interview for the BBC, Wozniak touches on everything from the new Steve Jobs movie, to rumors about an Apple car, to — yes — his thoughts on the Apple Watch.

And if he wasn’t enthusiastic before, he certainly is now!

Apple opened its new store in San Jose, California, on Valentine’s Day, just a day after closing the nearby mini-store that was the last of its kind.

Located just minutes from the mini-store location, Apple Store Oakridge was unveiled at midnight, with employees removing the black plastic that covered the glass. The new retail venue opened at 10 a.m. on Valentine’s Day, with a queue of around 85 people gathering — all of whom received a gray, commemorative Apple T-shirt to mark the event.

Everyone might be tripping over themselves to talk about the possible Apple Car, but there’s a much-more imminent Apple device rumored to be on the way: the 12-inch+ “iPad Pro” tablet.

Over the weekend, French Apple-watching website Nowhereelse.fr shared a handful of new pictures of the mythical plus-sized iPad, claiming to be photos of a third-party case for the device.

The photos give some indication of just how big the iPad Pro would look alongside today’s iPad Air 2. As with existing current iPad cases, the iPad Pro case features cutout sections for a Lightning connector, microphone, volume rocker, mute switch, rear-facing camera, and power button. It’s not clear from the picture whether the tablet will boast a 12.2-inch screen or a 12.9-inch one: both of which have been rumored so far.

Check out another picture — and additional information — after the jump.

After more than a decade at BBC Radio 1, well-known DJ personality Zane Lowe has taken a job with Apple in Cupertino, California.

Although the five-time Radio Academy Award winner hasn’t said what he’ll be doing at Apple, he will reportedly work on iTunes Radio.

Like a shiny new penny, Cult of Mac Deals gleams with new products that are sure to streamline your life, up your game, and offer new opportunities.

Get in in this action now before you miss out. Check out Cult of Mac Deals to see all that’s in store right now and read on for our personal picks.

If Apple really is working on a car, what would it look like? And what would we want it to look like and do?

The growing chorus of rumors about Apple’s possible automotive ambitions — and the hard facts about the car designers it’s already recruited — don’t prove Cupertino is working on a car. But if Apple is staffing up to transform the transportation industry, what features might it deliver in its human-transport device?

Here’s what we’d like to see in the very first iCar.

This week: The iCar rumors are swirling. Is Apple preparing to give Tesla a run for its money? Plus: The industries we want Apple to conquer next; why we need Cupertino to get into the space game; college kids love iPhones more than sexy time; we tell you our favorite packs for toting about your Apple and DSLR gear; and stay tuned to the end for our new segment, “Cross the Streams,” where we’ll cover the shows we can’t stop binge-watching.

Our thanks to Varidesk for support this episode. With models starting at just $275, Varidesk is the highest-quality, least-expensive way that we know of to get started with a standing desk. And you should absolutely check them out, because moving to a standing desk will change your life.

Full show notes ahead!

Like a bucket of extra crispy, Cult of Mac Deals has got tasty offers that are finger licking good – and you won’t need coronary bypass surgery afterwards! Huzzah!

There’s a whole bunch of deals on cool tech that are closing pretty soon, so we thought we’d bring them to your attention. Read on for all the deets, yo.

Most clothing designers like to see their clothes well photographed. Betabrand’s Steven B. Wheeler has menswear that just might ruin a photo — and that’s part of the cool factor.

Wheeler and DJ Chris Holmes teamed up to design five pieces called Flashback, clothing made of a highly reflective fabric that will bounce any iPhone flash right back through the lens.

In most cases, the result produces a nuclear look, with the silhouette of the clothes distractingly white hot. Surrounding details either get lost in the shadows or simply go unnoticed because the eyes zero in on the aura of the Flashback clothing.

Johann Jungwirth is a new Apple employee with one of the world’s most unbelievable job titles.

Until the middle of last year, Jungwirth headed up the big Mercedes-Benz R&D facility in Silicon Valley that, among other things, is responsible for the futuristic self-driving car you see below. (The astonishing Mercedes F 015 is very real, BTW).

Jungwirth was hired by Apple last September and given the title of “Director of Mac Systems Engineering,” according to his LinkedIn page. The title appears to be total hogwash. Jungwirth spent his entire 20-year career working on connected cars, not computers.

Apple is famous for obfuscating about its new hires to throw off competitors and journalists, and the company is reportedly working on a top-secret electric car. If Apple is interested in the stuff Jungwirth has worked on, it’s going to be a wild ride.

If you’re feeling lonely this Valentine’s Day, don’t think your favorite personal assistant will be there for you. In fact, Siri will do anything to avoid saying “yes” to your proposal.

Check out what happened when we tried to take our working partnership to the next level after the jump. Spike Jonze’s Her this ain’t!

For a brand that made all our dreams come true as kids, Nintendo sure seems content to play the Bowser-style troll these days.

First of all, the company announced that it is finally embracing YouTube videos featuring game footage; only to turn around and reveal that content-makers will have to give much of the ad revenue to Nintendo. Now, Nintendo has said that after years of taking down third-party emulators, it’s giving us an official iOS app at long last.

“Will it allow us to play the company’s classic games?” you may breathlessly ask.

You must be joking!

Three-and-a-half years after the debut of Siri, virtual assistants haven’t yet become a user interface element on par with, say, the mouse cursor — but that’s not through any lack of trying.

According to a new study carried out for Venture Beat, Siri not only defeats Microsoft rival Cortana and Google’s Google Now automated assistants in understanding English; it absolutely slays them when it comes to other languages.

¡Viva Siri!

The Apple Car rumor mill has been heating up today with reports that Apple has been hiring auto talent from companies like Mercedes and BMW. Now the Wall Street Journal is chiming in with its own report that claims Tim Cook approved Apple’s project over a year ago.

Apple reportedly has several hundred employees working on the secret project that’s aiming to create an Apple-branded electric vehicle that can take on Telsa.

Silicon Valley’s top CEOs snubbed President Barack Obama’s appearance at Stanford University today for the White House Summit on Cybersecurity and Consumer Protection, but Apple CEO Tim Cook used his invite to make the case for improving security.

Cook addressed attendees before Obama took the stage and reaffirmed Apple’s belief that everyone has a right to privacy and security. In part of his speech, the Apple CEO warned of “dire consequences” if the proper balance between security and privacy isn’t maintained.

“We must get this right!” Cook told the audience.  “History has shown us that sacrificing our right to privacy can have dire consequences.”

Apple wasn’t kidding when it said Apple Pay would transform mobile payments. Built around easy of use and security, Apple Pay is the industry’s first solution that benefits users and banks.

The security aspect of Apple Pay has been especially crucial to its early success, and now the big credit card companies have been spurred to follow suit. Today both Visa and MasterCard announced new security initiatives to protect against cyberattacks. Visa in particular has borrowed one of Apple Pay’s key ideas: tokenization.