Jonathan Ive On Apple’s Future

“At Apple, there’s almost a joy in looking at your ignorance and realizing, ‘Wow, we’re going to learn about this and, by the time we’re done, we’re going to really understand and do something great.’ Apple is imperfect, like every large collection of people. But we have a rare quality. There is this almost pre-verbal, instinctive understanding about what we do, why we do it. We share the same values.”

Having that understanding of “what we do and why we do it” buried so intensely deep into the culture is the treasured gold that so many other companies are really trying to duplicate – not a product, but a purpose.

Jonathan Ive Designs Tomorrow

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