Design Goals, Apple vs. the Rest

You can be sure that anytime Apple's Senior VP of Industrial Design Jonathon Ive says anything in public, it's worth reading. The London Evening Standard recently conducted an interview with Ive. This quote was my favorite. The whole interview is worth reading.

Q: What are your goals when setting out to build a new product?

A: Our goals are very simple - to design and make better products. If we can’t make something that is better, we won’t do it.

If other companies focused on the same thing, their products would be much different.