Apple's Ive talks design

 Apple’s senior vice-president of industrial design Jonathan Ive offered a rare interview with the Independent in the UK to mark Apple’s recent win of two coveted Black Pencils at the world’s leading creative industry awards.

Ive talks a little about his work, saying that for his creative team its not about taking a huge leap to understand Apple’s users, “because we are the users.”

"I’m not driven by making a cultural impact," he says. "That’s just a consequence of taking a remarkably powerful technology and making it relevant.

"My goal is simply to try to make products that really are meaningful to people. Ultimately there is something motivating and inspiring in seeing someone using an Apple product and enjoying an Apple product."

Read the interview in full here.