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Apple Doing The “Most Important And Best Work” It Has Done Yet, Design Chief Jonathan Ive Says

Apple’s head of design Jonathan Ive, who received knighthood on Wednesday, recently sat down to discuss Apple’s past and future products with The Telegraph. When asked which product Ive — the designer of the iPod, various MacBooks and the iPhone — should be remembered for most, he replied in an esoteric way that suggests Apple is prepping to release its most stunning product yet.

“It’s a really tough one,” Ive said. “A lot does seem to come back to the fact that what we’re working on now feels like the most important and the best work we’ve done, and so it would be what we’re working on right now, which of course I can’t tell you about.” We’re guessing Ive is hinting at the new iPhone in his statement, but it’s also entirely possible that he’s discussing work being done around the new Siri-powered iTV or even the 7.85-inch iPad Mini. Ive made it clear that Apple will not rush to get a product out the door in order to fight competitors or to meet a schedule.

“We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values,” Ive explained. “And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.”

[via The Telegraph]


Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...

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