Weโre keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. Weโre very genuinely designing the best products that we can for people.
Jonathan IveWeโre surrounded by anonymous, poorly made objects. Itโs tempting to think itโs because the people who use them donโt care - just like the people who make them. But what weโve shown is that people do care. Itโs not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.
Jonathan Ive