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Ive Talks to Time

Writing for Time, John Arlidge scored a rare interview with Jony Ive, SVP of Design at Apple. Ive talks about his design process, how he got along with Steve Jobs, and what drives him. Ive said, “We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care — just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity — for giving a damn.”

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