I invented and designed the original Apple TV user interface, starting from early concept exploration when the product category itself was undefined, through to final productization and launch. This foundational work established the core interaction paradigms, visual language, and navigation patterns that would define how millions of users experienced content on their televisions. Working in uncharted territory, I had to rethink conventions from both computer interfaces and traditional TV experiences, creating something that felt intuitive for the living room context while maintaining Apple's standards for elegance and simplicity.

I continuously evolved and reinvented the Apple TV interface across 3 distinct hardware generations and 6 software releases, adapting the experience as technology capabilities expanded and user expectations evolved. Each generation brought new challenges — from the introduction of the App Store to the integration of partner content, from basic content browsing to sophisticated personalization. I maintained design consistency and user familiarity while pushing the interface forward, ensuring that loyal users felt at home with each update while new capabilities opened up fresh possibilities for how people discovered and enjoyed entertainment.

I led several pivotal design projects that directly influenced the direction of Apple's product roadmap, shaping not just the Apple TV experience but informing broader platform strategies around content, services, and living room computing. These projects often started as design-led explorations that demonstrated new possibilities, ultimately convincing leadership to invest resources and prioritize features that became defining characteristics of the platform.