Monthly Archives: March 2012

Rare interview with Jonathan Ive

Jonathan Ive

Jonathan Ive, Apple’s Senior Vice President of Industrial Design, rarely gives interviews, and so it’s exciting to discover that he recently spoke to the London Evening Standard about his design work at Apple.

Here is my favourite highlight from his interview:

… most of our competitors are interesting in doing something different, or want to appear new – I think those are completely the wrong goals.  A product has to be genuinely better.  This requires real discipline, and that’s what drives us – a sincere, genuine appetite to do something that is better.  Committees just don’t work, and it’s not about price, schedule or a bizarre marketing goal to appear different – they are corporate goals with scant regard for people who use the product.

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