The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.
Jonathan IveApple 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 goal of Apple is not to make money but to make really nice products, really great products.
Jonathan Ive