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# Apple's Knight of design
- URL: https://onemanandhisblog.com/2012/03/apples_knight_of_design/
- Published: 2012-03-13T11:15:38.000Z
- Updated: 2015-04-08T15:32:24.000Z
- Author: Adam Tinworth
- Tags: apple, design, evening standard, management, workstyles

It’s not often that a British paper gets an interview that the hungry jackals of the tech blogs all end up quoting – but the\* Evening Standard\* managed it. Mark Prigg’s [interview with Sir Jonathan Ive](http://www.thisislondon.co.uk/lifestyle/london-life/sir-jonathan-ive-the-iman-cometh-7562170.html??ref=onemanandhisblog.com) is fascinating:

> A: That’s quite unusual, most of our competitors are interesting in doing something different, or want to appear new – I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us – a sincere, genuine appetite to do something that is better. Committees just don’t work, and it’s not about price, schedule or a bizarre marketing goal to appear different – they are corporate goals with scant regard for people who use the product.

A real insight into what makes Apple’s processes so very different.