Apple Design Philosophy

A rare visit with the man who designed the iMac, the iPod and the iPhone

A major part of the enormous success of Apple is the design, the execution, the quality of its products. At the time where most vendors are looking for low price, low margin products, Apple is still targeting group of consumers who prefer quality over ordinary and are willing to pay more for it.

In the rare footage, Jonathan Ive, Apple’s senior vice president for industrial design explains the philosophy of modern design that fuels the success of Apple.

 "I guess it’s one of the curses of what you do," says Jonathan Ive, "is that you are constantly looking at something and thinking ‘Why why why is it like that? Why is it like that and not like this?’”

[Via Fortune]

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