I think itโs a wonderful view that care was important โ but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products youโre going to make.
Jonathan IveWe 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 IveWeโre surrounded by anonymous, poorly made objects. Itโs tempting to think itโs because the people who use them donโt care - just like the people who make them. But what weโve shown is that people do care. Itโs not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.
Jonathan IveApple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
Jonathan Ive