There's No Other Product That Changes Function

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

We're Very Genuinely Designing The Best Products That We Can For People.

With The Early Prototypes, I Held The Phone To My Ear And My Ear [would] Dial The Number. You Have To Detect All Sorts Of Ear-shapes And Chin Shapes, Skin Colour And Hairdo... That Was One Of Just Many Examples Where We Really Thought, Perhaps This Isn’t Going To Work.

It's Very Easy To Make Something That Is New. So We Are Trying To Make Things That Are Better.

Really Great Design Is Hard. Good Is The Enemy Of Great.