We don’t do focus groups - that is the job of the designer. It’s unfair to ask people who don’t have a sense of the opportunities of tomorrow from the context of today to design.
Jonathan Ive was interviewed by the Evening Standard.
On competitors’ failures:
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.
And on innovation and spending time on details:
It’s incredibly time consuming, you can spent months and months and months on a tiny detail - but unless you solve that tiny problem, you can’t solve this other, fundamental product.
You often feel there is no sense these can be solved, but you have faith. This is why these innovations are so hard - there are no points of reference.
Every additional interview with Ive further convinces me him and his team share the motivations of Benedictine Monks, who stole away from society to obsess over meticulously hand-written Bibles.(via dbreunig)
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