If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.
Jonathan IveBeing superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.
Jonathan IveThere's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
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