The International Herald Tribune has posted an interview with Apple's Chief Designer, Jonathan Ive.
During the interview Ive commented on Apple's design ethics.
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"It sounds unremarkable and even naïve, but it's our obsession with making really great products," he said. "It's at the heart of everything we do. I don't understand how you can exist as a company and not have it."
During the interview Ive reveals that Apple has scrapped products after extensive development simply "because we had that sinking feeling that they weren't good enough".