Although Millward Brown has crowned Apple as the world’s most valuable brand for the second consecutive time, its design chief on the other hand insists that the company is not in it for the money. Sir Jonathan Ive, senior vice president of industrial design at Apple and widely known as the lead designer behind many of Apple’s products, told The Telegraph yesterday that Apple’s main concern is to make great products. The British designer credits Apple’s humble beginnings and struggles in the mid-nineties as the reason for the Cupertino-based company’s success.
Ive also praised Steve Jobs’ concern about creating better products as oppose to Apple’s previous attempts, under the leadership of then-CEO John Sculley, to turn the company around. “Our goal absolutely at Apple is not to make money. This may sound a little flippant but it’s the truth,” Ive said. “Our goal and what gets us excited is to try and make great products. We trust that if we are successful people will like them, and if we are operationally competent we will make revenue, but we are very clear about our goal.” Last week, Apple announced that it was able to sell 26 million iPhones and 17 million iPads around the world during its fiscal 2012 third quarter.
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