Jonathan Ive: The goal of Apple - create the world's best products, and not to make money

A few months after the program 60 Minutes Charlie Rose has released another interview, a hero who became director of Apple design. The 35-minute video Rose and Jonathan Ive discussed the qualities that distinguish Apple from its competitors, as well as the role of design for the individual companies.

The interview began with talk about the qualities that Apple is looking for in employees to create his famous corporate culture based on innovation and design. Ive said that the company has never focused on the financial side of the issue, and focuses on the design and embodiment products.





"In our company there is a clear sense of priorities. We do not work to make money for Apple. Our job is to create the best products, we just can do. We believe that if they are good, they will be attractive to consumers and they will buy. They will be sold in large quantities, and we will make money. "

In an interview with Jonathan Ive he remembered the incident that happened to him during the work of Steve Jobs at Apple. At shopping in Italy, both at the same time we noticed how the reflection on the surface of the knife in the window. Ive said that he and Jobs-minded about the design features.

Director of Apple design also spoke about the desire to enjoy their Jobs in the early days of working with it. However, the company's founder noticed this behavior and said that Ive too fixated on the desire to enjoy the rest of the staff. According to Jonathan Ive, the conversation helped him to plunge into the atmosphere of the creation of innovative products, excluding the impact of the personal factor.

Rose asked, as the quince is possible to strike a balance between the technical requirements of the product and its outlook. He said that sometimes can be wrong, but the blame for this designer always takes over:

"I think I'm kind of an artist, part designer, part engineer, builder and craftsman. Despite this, I am calm and for the unexpected errors. In this case, I will be the first one to raise his hand and say that what I thought was great, really terrible. It is important to be self-critical. "

Finally, Ive said all designed and manufactured by Apple products reflect the beliefs, ideas and personal views of the company's employees. "Our products - the physical manifestation of the totality of our beliefs," - Ive said.