How Apple designs

Recently I read 12 Reasons Why the Apple Design Process Is Nothing Special, which is a resume from the original interview with Jony Ive.

Most of the things he say is just pure common sense and we use to forget that things on day to day work:

  • Being focused,
  • being accurated with the details,
  • look for the better not just for the good,
  • and finally, stand by your customers

I may higlight things in a different way than Ive says, but this are my personal highlight.