Apple isn't in it for the money, according to its senior VP of industrial design, Jonathan Ive. Speaking at the British Embassy's Creative Summit, Ive said that making great products is at the heart of what drives the company.
"We are really pleased with our revenues, but our goal isn't to make money," Ive said. "It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products."
But making money doesn't hurt, according to Ive. "If we are successful, people will like [our products], and if we are operationally competent, we will make money," he said.
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