We care about every detail and it takes us a bit longer to do that. That’s always been the case… It means more to us to get it right than to be first.
When Steve asked you a question? You didn’t ramble and, whatever you did, you didn’t make up an answer. If you didn’t know, you just said that you didn’t know. But then you told him when you’d have an answer.
We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care — just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity — for giving a damn.
Steve and I spent months and months working on a part of a product that, often, nobody would ever see, nor realize was there… It didn’t make any difference functionally. We did it because we cared, because when you realize how well you can make something, falling short, whether seen or not, feels like failure.
For me, the project started in the Summer of 2009. Out of the blue, a telephone call, its Steve: “Hi Norman, I need some help.” I was out there three weeks later.
It’s just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that’s easy. But there’s a more difficult path, and that’s to make better products, ones where maybe you can’t measure their value empirically.
This is terribly important and at the heart of what we do. We care about how to design the inside of something you’ll never see, because we think it’s the right thing to do.
(Source: USA Today)
Right now there’s only one iPhone that runs 64-bit code, has the M7 motion co-processor, shoots 120 FPS slow motion video, and has a Touch ID sensor. Two years from now, these will be standard features across the line.