Apple Designer: Money Isn’t Apple’s Main Objective

Jonathan Ive, senior vice president of industrial design at Apple, recently said that money isn’t Apple’s main goal while giving a speech at the British Embassy’s Creative Summit.    “We are really pleased with our revenues, but our goal isn’t to make money,” said Ive. “It sounds a little flippant, but it’s the truth. Our goal and what makes us excited is to make great products. If we are successful, people will like them and if we are operationally competent, we will make money.”    Ive brought up Apple’s rough time through the 1990s when it nearly went bankrupt, saying that former CEO Steve Jobs rescued the company by putting effort into the design for better products — which eventually led to the company’s huge pile of cash.   “I refute that design is important,” said Ive. “Design is a prerequisite. Good design — innovation — is really hard. We say no to a lot of things that we want to do and are intrigued by so that we only work on a manageable amount of products and can invest an incredible amount of care on each of them.”    Apple has reported record financial earnings quarter after quarter since the release of popular gadgets like the iPhone and iPad. In the most recent quarter, Apple posted $35 billion in sales and a net profit of $8.8 billion ($9.32 per share). These figures missed Wall Street’s expectations of $37 billion in sales and a net profit of $10.36 per share, but the numbers are still good. The company blamed the earnings miss on slow economies and anticipation for the next-generation iPhone.    Ive’s comments mirror current Apple CEO Tim Cook’s words back in February of this year, where he said that the company had “more money than it needed.”

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