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. We try not to bring out another product that’s just different. ‘Different’ and ‘new’ is relatively easy. Doing something that’s genuinely better is very hard.
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| — | Jonathan Ive, Senior Vice President of Industrial Design at Apple Inc. |
