Jonathan Ive: Apple's goal is to design and make better products

Apple's Senior Vice President of Design, Jony Ive is the man who put form to everything from the iMac to the iPod, iPhone, and iPad. He's given a rare interview to the Evening Standard where he comments on everything from his recent knighthood to Apple's conceptual process.

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

A: Most of our competitors are interested 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.

I've also comments on the importance of prototyping and the physicality of objects.

Q: How does a new product come about at Apple?

A: What I love about the creative process, and this may sound naive, is this idea that one day there is no idea, and no solution, but then the next day there is an idea. Where you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation. But when you make a 3D model, however crude, you bring form to a nebulous idea and everything changes — the entire process shifts. It galvanises and brings focus from a broad group of people. It’s a remarkable process.

Throughout the interview he keeps hitting on "better" and "focus", and believes consumers can tell the difference.

Check out the link below to read the interview in it's entirety, and for more, the video from the movie Objectified, where Ive comments on similar ideas.

Source: Evening Standard