Apple

Jony Ive interview: Apple design guru on how he created the new iPad – and the philosophy behind it | The Independent

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.