Guardian Interview with Sir Jonathan Ive

— 1 minute read

The quote you'll see from the interview 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.