Apple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobsโ] preoccupation. His observation was that the products werenโt good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.
Jonathan IveThe word design is everything and nothing. The design and the product itself are inseparable.
Jonathan IveWeโre keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. Weโre very genuinely designing the best products that we can for people.
Jonathan Ive