Read Apple Designer Jony Ive’s Extensive Interview with the London Evening Standard

Apple’s Senior Vice President of Industrial Design was recently knighted late last December, and is known to be the force behind the design of iOS devices. Sir Jonathan Ive recently did an in-depth and rare interview with the London Evening Standard, which shared insight around design and working at Apple. Here’s a snippet:

Q: What are your goals when setting out to build a new product?

A: 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.

Q: Why has Apple’s competition struggled to do that?

A: That’s quite unusual, 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.

Ive calls it like it is. Their competition has different goals, such as creating a product to get sales, as opposed to creating a unique user experience. Read the full interview below, it’s worth checking out.

[via London Evening Standard]

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