In Brief

Apple's Chief of Design says innovation is the key to keeping him motivated.

This article titled “Jony Ive: ‘I’d leave Apple if it stopped innovating'” was written by Samuel Gibbs, for theguardian.com on Monday 17th March 2014 11.51 UTC

Jony Ive, Apple’s chief of design, said that he would stop designing products for Apple and go it alone if the company ceased innovating.

Ive revealed that Apple’s innovation in technology is what keeps his interest at the Cupertino based company, in an interview with the Sunday Times about product design.

“Yes. I’d stop. I’d make things for myself, for my friends at home instead. The bar needs to be high,” said Ive when questioned about whether he would ever leave Apple.

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