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

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

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118 Comments

1. Synack

Posts: 688; Member since: Jul 05, 2011

Tell that to their ridiculously high margins.

5. protozeloz

Posts: 5396; Member since: Sep 16, 2010

among other things

56. smartphone

Posts: 160; Member since: Oct 21, 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.

91. wakingup

Posts: 51; Member since: Aug 13, 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.

93. yooyoojohn

Posts: 4; Member since: Jul 31, 2012

AMEN! AMEN!

109. zhypher_23

Posts: 195; Member since: Jun 04, 2012

+1 for you man!

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...

49. Ubi2447

Posts: 131; Member since: Feb 14, 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.

28. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 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.

32. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 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.

42. bobfreking55

Posts: 866; Member since: Jul 15, 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.

45. kunyuk

Posts: 56; Member since: Jun 29, 2012

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

65. Y_S_L

Posts: 22; Member since: Jul 30, 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.

82. Angkor

Posts: 108; Member since: Jul 05, 2012

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

116. lyndon420

Posts: 6599; Member since: Jul 11, 2012

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

100. jroc74

Posts: 6023; Member since: Dec 30, 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?

101. The_Godfather

Posts: 196; Member since: Apr 26, 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.

2. thedarkside

Posts: 654; Member since: Apr 30, 2012

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

21. Scyllax unregistered

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

80. andro.

Posts: 1999; Member since: Sep 16, 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.

3. galaxyisking

Posts: 63; Member since: Nov 18, 2011

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

4. Jasonhunterx

Posts: 111; Member since: Jul 20, 2011

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

7. Ubi2447

Posts: 131; Member since: Feb 14, 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.

8. wsucoug13

Posts: 164; Member since: May 04, 2012

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

17. thedarkside

Posts: 654; Member since: Apr 30, 2012

can i be champ kind? WHAMMMMMMMYYYYY!!!

23. disneydad

Posts: 114; Member since: Mar 26, 2012

In this post we play witches...

9. structureman116

Posts: 142; Member since: Sep 14, 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!

60. jmoita2

Posts: 930; Member since: Dec 23, 2011

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

10. OllielovesAndriod

Posts: 22; Member since: May 07, 2011

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

11. Edoardo.Guido

Posts: 1; Member since: Jul 31, 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.

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