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Posted by on Jul 31, 2012 in Companies |

According to Jonathan Ive, Apple’s goal is not to make money

According to Jonathan Ive, Apple's goal is not to make money

is a company dedicated to selling products and is currently sitting on a mountain of money. However, “our goal is not making money. Our absolute goal at Apple is not making money. This may sound a bit frivolous, but it’s true, “said company chief designer, at an event in England.

What is the purpose then? “Trying to make great products. We trust that if we are successful people will love them, and if we are operationally competent, generate sales, but we are very clear about what our goal, “said the designer.

I’ve explained how Apple was close to bankruptcy in the 1990s, and how Steve Jobs came up with a vision to save the company was not making money. “His observation was that the products were not good enough. His decision was to make better products, “says Ive, which meant a change from previous attempts to improve the situation of the company, based strategies to save costs and generate sales.

Ive pointed out that Apple only works on a number of products that is manageable, in which “we can invest an incredible amount of care in each of them.”

The designer often repeated by the insistence of Apple regarding the company does market research to evaluate products. “This ensures mediocrity,” he said.

Link: Jonathan Ive: Apple’s goal is not to make money (Wired UK)

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