In an article in the Independent, Jonathan Ive gives a rare glimpse into the motivations that drive his work as Apple‘s top product designer. He says that at the end of the day all he wants to take amazing technology and create meaningful products for people:

“I'm not driven by making a cultural impact,” he says. “That's just a consequence of taking a remarkably powerful technology and making it relevant.

“My goal is simply to try to make products that really are meaningful to people. Ultimately there is something motivating and inspiring in seeing someone using an Apple product and enjoying an Apple product… I remember it really clearly, the moment when I realised that technology could be accessible and intuitive. And I had a real clear sense of the people who made it: it speaks to their values and preoccupations. And that's what makes Apple a remarkable and unique company.”

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