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Apple's main goal is to make great products, not money, says Jonathan Ive

Posted: , by Ray S.

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Apple's main goal is to make great products, not money, says Jonathan Ive
Sir Jonathan Ive, who is Senior Vice President of Industrial Design at Apple, and the person primarily responsible for the cool looks of your iPhone, iPod, iPad or Mac, has given a speech at the British Embassy's Creative Summit this Monday, talking about Apple's product-oriented approach to business.

The most interesting part of his speech has to do with how he explains Apple views its mission. In contrast to what many may have thought, Ive actually argues that high profits are a secondary goal for Cupertino. The design guru explains that most of the effort is put into innovating and coming up with great 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."

Of course, being the chief designer, Jony Ive also talked about the design process within the company. An interesting part of his speech is when he says:

"Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes."

Should we believe the words of Mr. Ive when he says that Apple is going for the harder, but more satisfying approach to design? Could this be the reason why the iPhone easily stands out from the crowd when it comes to appearance? Maybe other handset designers should take a page out of his book. What do you think?

source: AppleInsider

118 Comments
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posted on 31 Jul 2012, 09:32 61

1. Synack (Posts: 659; Member since: 05 Jul 2011)


Tell that to their ridiculously high margins.

posted on 31 Jul 2012, 09:36 31

5. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


among other things

posted on 31 Jul 2012, 11:19 29

56. smartphone (Posts: 160; Member since: 21 Oct 2011)


1. Why are they barking at Samsung.
2. Inspired by others idea but the reverse is stolen.
3. Cheater in court by providing photoshoped version of galaxy tab.
4. Making a drama about lost iPhone 4s , when nobody can tell the difference compared with ip 4.
5. Also filing stupid patents.

posted on 31 Jul 2012, 16:49 9

91. wakingup (Posts: 51; Member since: 13 Aug 2011)


Going around the world exploiting cheap labour is not exactly my idea of quality and great products.

Then having generations of apple products that are essentially the same as its predecessors is nothing innovating (they have 2 years to "design" something new essentially - others have several months). Suing other companies that innovate better and faster (Samsung and etc.) than Apple is also nothing to be proud of.

posted on 31 Jul 2012, 17:13 3

93. yooyoojohn (Posts: 4; Member since: 31 Jul 2012)


AMEN! AMEN!

posted on 01 Aug 2012, 08:02

109. zhypher_23 (Posts: 195; Member since: 04 Jun 2012)


+1 for you man!

posted on 31 Jul 2012, 09:51 15

19. MeoCao (unregistered)


Hey, may be this is preemptive move of Apple. They know that iPhone is no longer the best phone in the market and will lower the price?

I know it's not likely but...

posted on 31 Jul 2012, 10:46 18

49. Ubi2447 (Posts: 131; Member since: 14 Feb 2012)


I think it's completely likely. They only put out an iPhone every so often and when a competitor is not only able to put out several different products a quarter and start to approach the threshold of success that Apple has then they should be scared. Apple's legal battles with Samsung along side Sammy's success is no coincidence. They are actively trying to stomp out a fire before it get out of their control. I personally find it to be a little dirty for my taste. They think the world wants iPhones that are decided by Apples terms, at Apples development rate.

I sorta compare their attitudes and action of late to a distance-runner watching someone catch up to them and try to trip them to make the finish line. Apple is showing us that it will do what ever it takes to be on top... anything accept build competitive products. It's just dirty tactics.

posted on 31 Jul 2012, 09:56 10

28. Droid_X_Doug (Posts: 5529; Member since: 22 Dec 2010)


Ive is not in the C-suite. HIS primary objective is to make great products. Tim Coook's primary objective is to deliver great profits.

posted on 31 Jul 2012, 09:58 10

32. Droid_X_Doug (Posts: 5529; Member since: 22 Dec 2010)


Edit - Cook (instead of Coook). PA, the single most needed change you can make to the site is to enable editing after someone else has posted.

posted on 31 Jul 2012, 10:17 14

42. bobfreking55 (Posts: 866; Member since: 15 Jul 2011)


lol. then they shouldn't be focusing on lawsuits too. and overpriced macbooks and products.

they should improve their products, not ban others.

i think their philosophy here is this: ban all competition because only then we will have a great product.

because they suck. i hate you apple.

posted on 31 Jul 2012, 10:29 18

45. kunyuk (Posts: 56; Member since: 29 Jun 2012)


Apple's main goal is to make money, not great products.

posted on 31 Jul 2012, 12:34

65. Y_S_L (Posts: 22; Member since: 30 Jul 2012)


ONE THING I REALLY DON'T UNDERSTAND IS "WHY
CAN'T THEY DESIGN A CONCEPT PHONE, AND MAKE IT
AVAIALABLE FOR THE PUBLIC"..... WHY!

JUST LOOK AT THE ITALIAN CONCEPT IPHONE, THE
GERMAN VERSION.

posted on 31 Jul 2012, 14:15 13

82. Angkor (Posts: 108; Member since: 05 Jul 2012)


Apple should cut their phone price in half, if Apple don't need the money.

posted on 02 Aug 2012, 19:33

116. lyndon420 (Posts: 1687; Member since: 11 Jul 2012)


I still wouldn't buy their products. A $99 iPhone to me is an overpriced door-stop.

posted on 31 Jul 2012, 18:41 1

100. jroc74 (Posts: 4720; Member since: 30 Dec 2010)


BOOM!!!

Nothing more needs to be said.....

If that was the case....how come they didnt offer iPhones at alot cheaper prices until AFTER Android started eating away at market share?

posted on 31 Jul 2012, 19:10 3

101. The_Godfather (Posts: 146; Member since: 26 Apr 2012)


They don't feel shame while making this statement. Shame on you Apple you are ripping people off in every way and still making this statement lolzzzzzzzzz

Moreover an Apple product user doesn't own a device fully, you guys just give them a device to use the way you want. Jus get the hell outa here f**k Apple and Hats off to Samsung, Microsoft, Google, Asus and all other Tech giants.

posted on 31 Jul 2012, 09:34 34

2. thedarkside (Posts: 652; Member since: 30 Apr 2012)


um... that is the biggest lie ive ever heard. if your company isnt into making money, then why are you products severly overpriced?

posted on 31 Jul 2012, 09:53 17

21. Scyllax (Posts: 18; Member since: 26 Mar 2012)


Even other manufacturers can make better and sleek design of their phones with less profit margin.. -__-

posted on 31 Jul 2012, 14:09 11

80. andro. (Posts: 1935; Member since: 16 Sep 2011)


they are overpriced and will continue to be so as I fans will pay no matter what the cost. From apples point of view why release a product at a lower price when I fans will buy the product at the inflated price without even stopping to think.

posted on 31 Jul 2012, 09:34 32

3. galaxyisking (Posts: 58; Member since: 18 Nov 2011)


that is a load of ibull, tell that to the workers at foxconn....

posted on 31 Jul 2012, 09:35 2

4. Jasonhunterx (Posts: 110; Member since: 20 Jul 2011)


Not anymore every since first iphone came out they fell off you could tell that they made that phone for the people

posted on 31 Jul 2012, 09:39 17

7. Ubi2447 (Posts: 131; Member since: 14 Feb 2012)


"Our goal and what makes us excited is to make great products. If we are successful people will like them..." and if not we'll start patent wars, jack up prices, and blame others until we trip the markets progress in our favor.

posted on 31 Jul 2012, 09:39 11

8. wsucoug13 (Posts: 164; Member since: 04 May 2012)


hahaha ya so that is why they are changing the charge-connector.... to make a better product. And I'm Ron Burgundy.

posted on 31 Jul 2012, 09:43 2

17. thedarkside (Posts: 652; Member since: 30 Apr 2012)


can i be champ kind?

WHAMMMMMMMYYYYY!!!

posted on 31 Jul 2012, 09:54 2

23. disneydad (Posts: 114; Member since: 26 Mar 2012)


In this post we play witches...

posted on 31 Jul 2012, 09:39 22

9. structureman116 (Posts: 135; Member since: 14 Sep 2010)


Hahaha...who is this idiot kidding! If that is the case, then dip in to Apple's $90 billion cash reserve and pay back wages to all of those people at the assembly plants that you have been screwing over for the last 6 years...and come off your ridiculous theory that Samsung patents are only worth half a cent, yet your design involving a rectangle (universally known shape for thousands of years) and the color black (universally known color since before Crayola put it in a box) somehow is worth $24. Apple is full of a bunch of greedy, selfish, money hungry d**ktators that don't give a damn about anything but their own pocket!

posted on 31 Jul 2012, 11:39 2

60. jmoita2 (Posts: 930; Member since: 23 Dec 2011)


Brilliant comment!!! In order to understand what Apple executives say, one must re-examine 1984 and learn Newspeak...

posted on 31 Jul 2012, 09:39 9

10. OllielovesAndriod (Posts: 22; Member since: 07 May 2011)


So it costs around $250 to make an iphone, so why is the sim free price $650? Clearly not about making money

posted on 31 Jul 2012, 09:40 7

11. Edoardo.Guido (Posts: 1; Member since: 31 Jul 2012)


Then why do I have to pay an iPhone as much as i would pay for a more powerful phone?

Apple's made by a bunch of sophists and marketing engineers.

posted on 31 Jul 2012, 09:41 6

13. Aeires (unregistered)


Page out of his book? His book is Braun's book, which he pilfers religiously.

posted on 31 Jul 2012, 09:41 9

14. rockingkushal96 (Posts: 1; Member since: 22 Nov 2011)


THAT IS WHY THEY MAINTAIN 70% PROFIT MARGIN ON THEIR IPHONE......

posted on 31 Jul 2012, 09:43 7

16. phljcnth (Posts: 255; Member since: 30 Apr 2012)


Then go make great products. Just don't put great pricetag on it.

posted on 31 Jul 2012, 09:55 5

26. Berzerk000 (Posts: 3874; Member since: 26 Jun 2011)


I'm pretty sure making great products requires you to listen to your consumers... And you can't hear them because you have money up to your ears from your ridiculous profit margins. They know all too well that they aren't giving their consumers enough for what they're paying for. "Our goal and what makes us excited is to make great products." All lies. Their goal is to sue the pants off of every company that poses a threat, Samsung, HTC, and Motorola mainly. Even going so low as to sue someone for making a black rectangle. I still strongly believe that they're going to be in RIM's position in a few years if they don't make some changes.

posted on 31 Jul 2012, 09:56 5

29. OhSo3D (Posts: 39; Member since: 22 Feb 2011)


HAHAHAHAH, oh god. That was a funny article. But if you're not after money & only after costumer satisfaction then drop your lawsuits, build the products in the USA & lower the price tag on your products keeping the same build quality. But you won't because you're not that type of company.

posted on 01 Aug 2012, 08:09

110. zhypher_23 (Posts: 195; Member since: 04 Jun 2012)


Woohoo +1!

posted on 31 Jul 2012, 09:58 1

31. disneydad (Posts: 114; Member since: 26 Mar 2012)


His comments are a marketing move to make iPhone users feel good. No company (non-profits excluded) is in the business of not making money. Until UNICEF starts making the iPhone, its purpose for production is to make Apple money.
What he should've said is that Apple thinks they make a better smart phone than anyone else.

posted on 31 Jul 2012, 10:02 4

33. CreeDiddy (Posts: 218; Member since: 04 Nov 2011)


I agree with Jonathan Ive's statements. Yes, they are profitable as a company, but they are no slouch on the quality control of their products and great design. I am not saying that they are innovative, but they sell products that work without any battery swaps, ease of use, etc...Their software and apps compared Android is much more polished. Android went through Android 2.0 to now 4.1 and still are now getting to hardware acceleration and polish the scroll and crashes of the previous versions of the OS.

I have used Android, Blackberry, and Apple. I prefer Apple because of the eco-system. No worries on updates as every iOS user gets the update. Plus their products are much better in quality to Samsung, Motorola, or HTC. Regardless if you bring up attenagate. I am talking about every feature on the phone is not plastic, but of high quality from the buttons, glass, etc...

Keep in mind, each company cuts corners. Apple cuts corners by making the software limited in terms of ease of use and featureless without customization. However, with that being said iOS is much smoother and the apps are much much better as they have more developers that want to develop on the iOS platform. Android packs more software features/customization from homescreens to keyboard apps, but lacks in refinement with the previous versions before ICS. Yes you can mod and place different OS's on Android, but the majority of the general public is not into modding their phone with companies like Cyanogen. More fragmentation because of the wide development of Android OS. However, the phones still remain plastic all around to save cost. The eco system is not as robust as Apples and still have some problems to address by each manufacturer.

Overall if you want better customization, flashy specs (quad core processors), 2GB RAM, etc...then Android is for you. If you want a simple approach towards the eco system, less hardware, less featuers/customization and software specs, but each app is made to work on the phone, then Apple is for you.

posted on 31 Jul 2012, 10:13 10

37. snowgator (Posts: 3187; Member since: 19 Jan 2011)


Which.....

Has what to do with Apple being THE most valuable American company, with THE highest profit per product, with THE highest cash reserves, doesn't give stock dividends unless it is a leap year, and has milked every last penny from from their design and software before they make even small incremental improvements?

Don't get me wrong, I am fine with you preferring Apple, and am all about them making as much money as they can. More power to them. But, your post has got nothing to do with the comical assertion that Apple is not out to make money.

posted on 31 Jul 2012, 10:36 2

48. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


not so mention the fact that he refereed about "build quality" several times and this "ecosystem " thing just reminds me of last year's "it just works" glass is not premium and updates do not necessarily improve a phone

posted on 31 Jul 2012, 11:07 2

54. CreeDiddy (Posts: 218; Member since: 04 Nov 2011)


Well I have had several Android handsets before the Galaxy SII and SIII and they were downright horrible. In regards to the Bionic and Thunderbolt. If you used either of these phones you will see why I am referring to a phone that its best that it works out of the box. Why do I have to shut off useless apps that drain the battery. That is what I referring to Apple users that want a phone that "just works".

posted on 31 Jul 2012, 12:48 1

69. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


well you have been fooled, android does not need you to get rid of apps for it, in fact android looks up for your usage patterns so it knows what apps should load and what apps should kill or keep thats how it "just works". in fact task managers do not help improve anything so you where wasting your time.

so you had issues with Bionic and Thunderbolt, what issues you experienced? you know apple products have issues don't you?

posted on 31 Jul 2012, 20:16 2

102. CreeDiddy (Posts: 218; Member since: 04 Nov 2011)


Again I have had the Thunderbolt for 10+ months and each Android device has bloatware running in the background. Goto settings and to the apps section and notice all of the apps running before you even turn on your Android device. The other problems that plagued Android devices is when they went to 4G chips the battery life would only last less than 4 hours and drain like crazy. They drastically improved the Motorola and Samsung devices since last year.

Issue with Thunderbolt.....Slow, slow, slow updates from Froyo to Gingerbread, build quality was poor, kick stand show wear after 3 months, res was not as sharp as 2 year old iPhone 4. Slow scrolling. Slow, slow response with touch when adding too many apps. I can go on and on and on. Every Android rele from going from out of the app to homescreen. All Android phones felt like a beta release to improve the quality until they got to Samsung Galaxy SII and SIII.

iOS doesn't have as many issues as Gingerbread and even ICS devices.

posted on 31 Jul 2012, 22:19

107. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


question is apps where Running or only ON MEMORY? apps on memory do not consume resources unless they are using CPU useless apps will go away when space is needed.

I personally do not like HTC or sense in that matter, I have owned Motorola, Sony and Samsung devices and I used GSM network. when 4G phones came out people paid the price by having faster data speeds at the cost of less battery life. it was a trade off, I have also gotten myself and fam into issues with the iPhone, like cracked back, non working sim on an iPad(Apple says we broke it), issues with the dammed on screen keyboard showing in the middle of the screen, lag plus all the "basic stuff" I mean I do not need to get iOS6 to attach a picture from stock email app.

posted on 31 Jul 2012, 10:53 2

51. CreeDiddy (Posts: 218; Member since: 04 Nov 2011)


That's your perception of Apple and not mine. The article has nothing to do with highest cash reserves, etc...it has everything to do with what Jonanath Ive quoted as design of their products and the amount of people liking their product is what is most important. You are arguing based on the false statement that Ive's is stating. Their product quality has everything to do with my argument. Of course we know that companies are for profit and not non for profit. His statement is made in a case where the customer is more important than profits. Not a big deal. I just reinforced why the design of their products are appealing to me and others.

posted on 31 Jul 2012, 12:53 1

70. disneydad (Posts: 114; Member since: 26 Mar 2012)


I understand what you're saying CreeDiddy. The problem is that by their product and software releases being relatively small leaps in capability, his statement is laughable. A big point of incremental releases is to maximize sales and profit on the existing technology. The argument could be made that if they were more concerned with making a phone for customers, not money, they would push out more features and technology at a faster rate.

posted on 31 Jul 2012, 20:26 2

103. CreeDiddy (Posts: 218; Member since: 04 Nov 2011)


You can say the same for Froyo to Gingerbread. The UI looked different with ICS and now Jellybean, but its not user friendly for some to use.

The same can be said for HTC devices. The One X is not drastically different from EVO 4G. So you talk about manufacturers, such as HTC slapping Beats Audio and trying to brand the phones differently by each device and carrier.

Apple isn't trying to sophisticate iOS because they have a majority of women and small children that are latched to the OS. For men/powerusers, such as us within the forum we represent a small percentage of wanting vast amount of features that we could use on the OS.

Overall, iOS has been much more polished over Android. What is disappointing is that it took from version 2.0 to 4.0 just to create a fluid experience. Its taken that long.

posted on 31 Jul 2012, 10:04 3

35. snowgator (Posts: 3187; Member since: 19 Jan 2011)


Soooooo........

Phone Arena in agreement on this one?

Good a company puts out an interview from time to time which is just for laughs. Just imagine all the Apple bigwigs sitting around their gold plated desks, drinking their 30 year old scotch from their diamond studded glasses and LAUGHING at their buddy Ive as he managed to get this get out with a straight face.....

posted on 31 Jul 2012, 10:12 4

36. Mr.Mr.Upgrade (Posts: 425; Member since: 30 Aug 2011)


Then why take Samsung and others phone companies to court

posted on 31 Jul 2012, 10:13 7

38. kanagadeepan (Posts: 634; Member since: 24 Jan 2012)


Joke of the century...

posted on 31 Jul 2012, 10:16

39. gz828 (Posts: 1; Member since: 02 Jul 2012)


really, apple is not making money. Apple is making their money by suing everybody that are making smart phones........

posted on 31 Jul 2012, 10:16

40. dirtydirty00 (Posts: 248; Member since: 21 Jan 2011)


Our goal is to make good products, not money. Then we overcharge for the products.

posted on 31 Jul 2012, 10:17 1

41. arsenaljimenez (Posts: 137; Member since: 03 May 2012)


HA!!!!

posted on 31 Jul 2012, 10:24

43. gwuhua1984 (Posts: 1237; Member since: 06 Mar 2012)


In a way it's true, Steve Jobs always wants to make great products at a premium price. So yes, they do want to make great products. They do want to make money at the same time, afterall Apple IS a company. How much did it really cost to build the original iPhone, iPhone 3G, iPhone 4 and etc, and they charged over 100-120% of their cost. So yeah, Ive is just trying to make Apple look good. If I'm the head of the corporation, I would be yelling out the same making great products bullsh*t, just because that's what sells.

posted on 31 Jul 2012, 10:26 5

44. JunkCreek (Posts: 399; Member since: 13 Jul 2012)


no. what about banning the competitors away if you just don't want to make money or be numero uno? the great product will still stand out even if the competitor make a-look-like product because we as the consumers knows the which are the best. so, please just make more product so you can really compete with another not just banning away the competition.

and if you said your primary goals is to make a good and even great product, let it out but not competitors. if you do make a good or great product, you don't have yo worry about loosing your profit margin againts competitors, because the product was really good. your act completely different from what you talk. you're just NATO: No Action Talk Only.

peace everyone.

posted on 31 Jul 2012, 10:32 4

46. Ronoc039 (Posts: 26; Member since: 18 Jul 2012)


haha thanks for the laugh...

posted on 31 Jul 2012, 10:34 4

47. remixfa (Posts: 13902; Member since: 19 Dec 2008)


"we strive to not get sued for constantly ripping off people's ideas.. the super duper high margins on our products are purely accidental!"
lololol

posted on 31 Jul 2012, 21:24

105. warriorbeats (Posts: 21; Member since: 20 Mar 2012)


U mean samsung?

posted on 31 Jul 2012, 10:48 3

50. sp3llv3xit (Posts: 20; Member since: 15 Sep 2011)


Apple Inc is so full of it. If they only care about making good product, why don't they give out iPhones and iPads to the peoples of the Third World who cannot afford 3 meals a day, much less a good Apple product?

posted on 31 Jul 2012, 10:59 3

52. sharique (Posts: 8; Member since: 31 Jul 2012)


You gotta be kidding me lol! -_-

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