Jonathan
Ive

Le style d'une génération

"We try to solve very complicated problems without letting people know how complicated the problem was. That's the appropriate thing."

"We try to develop products that seem somehow inevitable. That leave you with the sense that that's the only possible solution that makes sense."

"It's the 'finishing the back of the drawer' - you can argue that people will never see it and it's very hard to, in any rational sense, describe why it's important but it just seems important. It's a way that you demonstrate that you care for the people that you are making these products for. I think we see ourselves as having a civic responsibility to do that. It's important. It's right. It's very hard to explain why."