Jonathan Ive: Apple cares about great products over profits

July 30, 2012

Even though they have more than $100 billion in cash just sitting in the bank, Apple’s design chief Jonathan Ive says the company is dedicated to great products.

Of course this isn’t a surprising statement for fans of Apple and those who have read Steve Jobs’ biography.

Ive participated in a keynote address at the UK Trade & Investment department’s Global Business Summit on Creative Services recently, where he talked about Apple’s philosophy on ideas and more.

“We are really pleased with our revenues but our goal isn’t to make money,” Ive said, Wired reported. “It sounds a little flippant, but it’s the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.”

Apple is reported to have about $117 billion in cash reserves.

Ive also talked about Apple creative process, giving an interesting look at the world’s most valuable company.

“To me I still think it’s remarkable that at a point in time on a Tuesday afternoon there isn’t an idea and then suddenly later on there is an idea,” Ive said. “Invariably they start as a tentative, barely-formed thought that becomes a conversation between a couple of people.

“Apple then builds a prototype that embodies the idea and that’s when the idea goes through “the most incredible transition”. “You go from something tentative and exclusive to something tangible and — by nature of it being a thing — a table of people can sit around it and start to understand it; it becomes inclusive and it galvanises and points to a direction for effort.”

Any quotes from Ive is a gift for Apple fans. The man who has designed the MacBook, iMac, iPad and iPhone has always been quite secretive.

Words of wisdom, indeed.

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