Sir Jonathan Ive on Apple Design

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Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it. 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.
— Sir Jonathan Ive