When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
Jonathan IveI think subconsciously people are remarkably discerning. I think that they can sense care.
Jonathan IveThe word design is everything and nothing. The design and the product itself are inseparable.
Jonathan IveApple stood for something and had a reason for being that wasn't just about making money.
Jonathan IveAnd I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.
Jonathan Ive