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Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good products…We trust as a consequence of that, people will like them, and as another consequence we’ll make some money. But we’re really clear about what our goals are.
Jonathan Ive (via Andy Budd) (via nikf)
(this post was reblogged from nikf)

Great interview with Jonathan Ive of Apple.

A lot of what we seem to be doing […] is actually getting design out of the way. And I think when forms develop with that sort of reason and they are not just arbitrary shapes, it feels almost undesigned. It feels almost like “Well, of course it’s that way. Why wouldn’t it be any other way?”