Jonathan Ive believes that Apple’s goal is not to make money but to make good products. Ive, who is Apple’s Senior Vice President of Industrial Design, was speaking at the British Embassy's Creative Summit. According to Wired UK., Ive said:
We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money..
Ive went on to explain his thoughts on design as prerequisite, the difficulties in achieving it, and how it takes discipline and focus to be a craftsman at Apple's levels of manufacturing volume.
Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes."
Ive also talked about how the return of Steve Jobs to Apple in 1997 saved it from bankruptcy. Instead of focusing on ways to make money he focused on creating better products. Others who failed to turn Apple around prior to Job’s return were more intent on cutting operating costs and increasing revenue.
Ive closed the talk by confirming what we have previously heard when it comes to Apple and market research; it doesn’t do any. Ive believes that it would only guarantee mediocrity and only tell you if you are going to offend anyone. He believes that it is the designer’s responsibility to understand potential opportunities and create products that fit with those opportunities.
The whole interview is interesting and worth your time to read, so be sure to check it out via the link below.
Source: Wired UK