It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?
Jonathan IveAs consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
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 Ive