We 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 IveIt's very easy to make something that is new. So we are trying to make things that are better.
Jonathan IveWhen our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.
Jonathan Ive