Apple's Knight of design

Adam Tinworth
Adam Tinworth

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 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.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.