Ive: “Our Goal Isn’t To Make Money”

Speaking at the British Embassy’s Creative Summit., Apple’s SVP of Industrial Design Jonathan Ive shared his thoughts on the company’s design process and focus on making better products.

We are really pleased with our revenues but our goal isn’t to make money. 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.

Wired UK has put together a full report on Ive’s speech. Speaking with the London Evening Standard back in March, Ive gave a bit more insight into Apple’s philosophy and standards.

What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but then the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.