/// Apple’s Mission

September 27, 2013  |  All Things Digital

One of the ironies is that, from a design point of view, we feel that we’ve done our job when you finally get to that point and you think, “Well, there couldn’t be a rational alternative.” It appears inevitable. It almost appears like it wasn’t designed. Then we feel like we got it right, which is sort of semi-ironic, as a design team, to not make you feel like it was designed. But that’s what we try to do. – Jony Ive , in a joint interview that he and Craig Federighi gave to Bloomberg’s Sam Grobart

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Apple’s Mission

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