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# Guardian Interview with Sir Jonathan Ive
- URL: https://chrisenns.com/2012/07/guardian-interview-with-sir-jonathan-ive/
- Published: 2012-07-30T12:00:00.000Z
- Updated: 2024-04-08T23:52:25.000Z
- Author: Chris Enns
- Tags: Uncategorized, #wp, #wp-post, #Import 2024-04-08 17:47, #ichris

The quote you'll see [from the interview](https://www.telegraph.co.uk/technology/apple/9438662/Apple-design-chief-Our-goal-isnt-to-make-money.html?ref=chrisenns.com) will likely be this one:

> “Our goal isn’t to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant but it’s the truth,” said the British designer, who is credited with shaping the iPad and iPhone.

But I prefer this thought when he was talking about when Apple was nearly dead and Steve Jobs was brought back in to help revive the company:

> “You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not \[Steve Jobs’\] preoccupation.