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Apple's Cook, Ive & Federighi talk iPhone 5s, iPhone 5c, iOS 7 and future products

Ashleigh Allsopp | Sept. 23, 2013
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"This is terribly important and at the heart of what we do," Ive continued. "We care about how to design the inside of something you'll never see, because we think it's the right thing to do."

"I've said this before, but simplicity is, well, it goes back toyou're trying to define the essence of something and come up with a solution that seems utterly inevitable and obvious," Ive told USA Today. "I think a lot of people see simplicity as the lack of clutter. And that's not the case at all. True simplicity is, well, you just keep on going and going until you get to the point where you go, 'Yeah, well, of course.' Where there's no rational alternative."

On future products
"I would love, love, love to show you what we are working on now, but I'd lose my job," Ive teased. "But you've got a sense perhaps not what we are building, but the way we approach problems as a group."

"I do sense that people can tell we really care," he continued. "We make products that we think are right, that maybe you can't easily justify or evaluate, but they feel right."

On Apple without Jobs
There have been many people that question how Apple is coping under the leadership of Tim Cook following the death of Apple's co-founder Steve Jobs. However, Ive insists that the company still works in the same way as it did while Jobs was alive.

"I've been here for years, and the way we're working is the same," Ive said. "Nothing's changed in terms of that. We're trying to solve problems in terms of future products that are incredibly complex, whose resolutions have no precedent."

"People come here for the values that are evident in every product we build," Federighi added. "When we make decisions, it's not a battle of people trying to break us out of our value system. We all want to double down on these values, whose aim is to make things simpler, more focused. Those are spoken and unspoken mantras in all the discussions we have. You can call that Steve's legacy, but it's Apple now."


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