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Our goal is to desperately make the best products we can. We’re not naive. We trust that if we’re successful and we make good products, that people will like them. And we trust that if people like them, they’ll buy them. And we figured out the operation and we’re effective. We know what we’re doing, so we’ll make money, but it’s a consequence.

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Jonathan Ive

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Unless we understand a certain material – metal or resin and plastic – understanding the processes that turn it from ore, for example – we can never develop and define form that’s appropriate.

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Making the solution seem so completely inevitable and obvious, so uncontrived and natural – it’s so hard!

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May 3, 2024

Making the solution seem so completely inevitable and obvious, so uncontrived and natural – it’s so hard!

Previous

May 3, 2024

Unless we understand a certain material – metal or resin and plastic – understanding the processes that turn it from ore, for example – we can never develop and define form that’s appropriate.

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