Apple’s Jony Ive: ‘Our success is a victory for purity’

Posted Mar 17, 2014

Jony Ive is often credited with the design of Apple products like the iPhone, iPad, iPod, iMac, and MacBook. He was recently interviewed by the Sunday Times UK where he was asked why Apple does not make cheaper products.

“We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care — just like the people who make them. But what we’ve shown is that people do care,” said Ive in the interview. “We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity — for giving a damn.”

Ive was asked about whether Apple fans were insane for standing in long lines on the release date of products. Ive considers the lines for the products as a “demonstration against thoughtlessness and carelessness.”

Ive is angered by other companies that copy Apple’s design ideas and work. He said that it is not just design that these companies steal, but also “thousands of hours of struggle.”