During the hour-long chat, Ive touched on many themes and topics. The main takeaway for executives looking to try and copy Apple’s success? Don’t. Instead, Ive said forcefully and repeatedly, companies need to define their own clear, high-minded raison d’être. That should drive the actions and decisions of every employee, from the C-suite down.
For Apple, he outlined, the end game isn’t commercial success. “Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good products,” he explained. “We trust as a consequence of that, people will like them, and as another consequence we’ll make some money. But we’re really clear about what our goals are.” This focus, he continued, has driven Apple to produce only a small number of high quality products. “We try not to bring out another product that’s just different,” he said. “‘Different’ and ‘new’ is relatively easy. Doing something that’s genuinely better is very hard.”