"Apple's goal is not to make money, but to make good products", is the key quote from Wired's exclusive one-on-one with Jonathan Ive, Apple's senior vice president of industrial design. The article touches upon several interesting topics dealing with Apple's design acumen, its business philosophy and some of the inner processes that guide decision-making at the world's most-valued public corporation.
It's timely, too. Today, Apple and Samsung have started duking it out in a mega-trial in the U.S. over who copied whom. A bunch of pre-trial briefs have already offered a unique glimpse into Apple's jealously guarded design process by revealing numerous device prototypes, from the octagonal iPhone to the Sony-inspired design to the 'Purple' 2005 thing.
Interestingly, the company's vice presidents Scott Forstall (iOS chief) and Phil Schiller (marketing boss) will both testify in the U.S. trial, but not Ive...
