Jony Ive interview: Apple design guru on how he created the new iPad – and the philosophy behind it | The Independent
“I think your responsibility actually goes further back than that,” he says. “It starts with the determination not to fall into the trap of just making things different. Because when a product has been highly regarded there is often a desire from people to see it redesigned. I think one of the most important things is that you change something not to make it different but to make it better.
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