“We designers create tools, tools that you can live in, sit on, eat with, tools that enable communication and support learning, creating and mending. Our tools can be powerful, they can be beautiful, and on many occasions they’re not motivated by understood or articulated needs.”
But though Ive works in the world of technology, he recognises it can be challenging.
“As an aside, it’s interesting, isn’t it, when we struggle with technology, we assume the issue is actually with us. If you eat something that tastes dreadful, you don’t assume that the issue is with you. I just thought I’d mention that.”