The full interview by Sam Grobart. A few of my favorite quotes by Jony Ive:
But I think that when you use a product where there has been just tremendous care taken with its development and finally where it ends up, you may struggle to say, “Why might you like it?” But I do think that people know. They know about its biography at some level. They know what it took to get it there.
The other thing we’ve talked about is that I think, very often, you can’t call out by attribute or name areas of value. But I do think that we sense when somebody has cared. And one thing that is incontrovertible is how much we’ve cared.
That’s an interesting point, though. I mean, you could spend 60 percent of the time actually debating the virtue of why are we doing this. And I think one of the characteristics of Apple is that, if we’re faced with a hard problem—and the product is the culmination of many hard problems solved—if we face the hard problem, we don’t spend time debating why are we doing this. You know, the virtue of solving it. We spend all of our time just like trying to solve the problem.
Care, efficiency, and precision is a powerful combination.