Apple design chief Jonathan Ive has criticized rivals for being unduly obsessed with wanting "to appear new" and allowing that to distract them from the "remarkable focus" the Cupertino company brings to its aesthetic. Ive, who was recently knighted and is Apple's senior vice-president of industrial design, told the Evening Standard that part of the company's ethos is being blunt about whether it can bring any significant value to a segment, rather than simply jumping in regardless: "If we can’t make something that is better," Ive says, "we won’t do it."
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