It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.
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 IveIt became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.
Jonathan Ive