Jonathan Ive: 'Our Goal Isn't to Make Money'

Jonathan Ive: 'Our Goal Isn't to Make Money'

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Jonathan Ive, Apple SVP of Industrial Design, says the company's goal isn't to make money, but to make good products. He made these comments speaking at the British Embassy's Creative Summit, reports Wired.

"We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money," he said.

Ive notes that when Steve Jobs returned to Apple "his observation was that the products weren't good enough" and "his resolve was to make better products." Previous attempts to save the company from bankruptcy had focused on cost savings and revenue generation.

"I refute that design is important. Design is a prerequisite. Good design -- innovation -- is really hard," said Ive. "We say no to a lot of things that we want to do and are intrigued by so that we only work on a manageable amount of products and can invest an incredible amount of care on each of them."

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Jonathan Ive: 'Our Goal Isn't to Make Money'
Jony is COCK - July 31, 2012 at 3:20pm
God, I can't stand this guy. He looks like circumcised penis. Suck a dick Jony boy!
Fuck apple - July 31, 2012 at 8:07am
All apple products are designed to fall soon after the warranty and are designed by way that it's going to cost You fortune to repair it. Old macbook 1.8"hdd = 380$!!!! retina mac battery around 300-400$ and so on and so on
Idiots - July 31, 2012 at 3:34am
You guys are all idiots... Up to date we are still enjoying Apple's products. They are all better than the competition. What are you ranting about? All companies are in business to make money - WTF? So Apple is one of them... If it wasnt for Apple - Today we will be buying crappy korean shit that half of the time does not work.... Wake up and smell the coffee.
Justabrake - July 31, 2012 at 12:53am
If it wasnt to make money then why didn't anttenar gate get a recall and stick those rubber bumpers you know where
F1982 - July 31, 2012 at 10:38am
Other companies focus on the finance and design products to that end. Apple design great products and then price them to make money. It not being their main focus and starting point does not mean it doesn't matter! Apple isn't a charity, and doesn't pretend to be.
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