Jonathan Ive Quote

The more I learnt about this cheeky – almost rebellious – company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.

On how he felt when he used a Mac for the first time at college, in an interview at the Design Museum (2003)

The more I learnt about this cheeky – almost rebellious – company, the more it appealed to me, as it unapologetically pointed to an alternative...

The more I learnt about this cheeky – almost rebellious – company, the more it appealed to me, as it unapologetically pointed to an alternative...

The more I learnt about this cheeky – almost rebellious – company, the more it appealed to me, as it unapologetically pointed to an alternative...

The more I learnt about this cheeky – almost rebellious – company, the more it appealed to me, as it unapologetically pointed to an alternative...