"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."