Jonathan Ive

- I'm still struck by just how,…how hard design seems.…You know it's just...…This is really complicated, it's really,…I mean, in some senses, I mean,…in some senses the products that were developed years ago…because production in high volume was so hard,…I think there was a sense of reverence…before you actually launched a product…because it was so hard.…

And there was a, I mean, I think that's…one of the reasons why a lot of products…that were developed many years ago…seem to have an integrity…and a sort of a significance that…I think a lot of products today don't have,…And that as designers, I think,…it's easy to get so far removed…from the actual object.…You know, you can design virtually, you know,…you're designing with sophisticated CAD tools,…prototypes can be made remotely, the actual product's…often manufactured in another continent.…

I mean, it used to be that it was manufactured downstairs…and you would develop the product in such a fluid…sort of natural, organic way with how it was going…to be made and that's not the case any more.…