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Apple's Jony Ive refutes 'godlessness' of mass-produced gadgets

Jony Ive
Sir Jony Ive, senior vice president at Apple, arrives for a State Dinner in honor of British Prime Minister David Cameron at the White House on March 14, 2012.Brendan Hoffman / Getty Images file

Apple's senior vice president of industrial design, Sir Jonathan Ive, defended our gadget-obsessed natures during a recent speech. There's nothing inherently godless about making products in volume, he explained.

As Wired UK's Olivia Solon reported, Ive gave the speech during the British Embassy's Creative Summit. He talked a lot about how Apple doesn't focus on making money, but on building good products. (The money will come as long as the products are solid and the company is "operationally competent," he says.)

The trick to getting things just right, Ive explained while dismissing Augustus Pugin — an artist who famously rallied against mass production — is to "invest an incredible amount of care into each [product]."

"You can make one chair carelessly, thoughtlessly, that is valueless. Or you can make a phone [that will eventually go on to be mass produced] and invest so many years of care and have so many people so driven to make the very best phone way beyond any sort of functional imperative that there is incredible value," Ive elaborated, according to Wired UK.

Folks who've been following iPhone rumors from the very start — when the gadget was barely a twinkle in every tech reporter's eye — likely smiled as they read those words. Apple has a tendency to take all the time necessary to build what it deems to be a great product. It doesn't rush anything, and it famously doesn't rely heavily on market research, which, as Ive points out "will guarantee mediocrity and will only work out whether you are going to offend anyone."

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