Apple's Jony Ive Describes His "fanatical" Approach

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.

As A Kid, I Remember Taking Apart Whatever I Could Get My Hands On.

Simplicity Is Really Hard.

Apple's Jony Ive Describes His "fanatical" Approach To Design In New Interview

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.