In a rare and wide-ranging interview, Apple's design chief Jony Ive offers a few new insights into one of the most secretive technology companies on the planet — and explained why he, like his late mentor Steve Jobs, takes it personally when other companies are given a pass on designs that look remarkably similar to Apple's.
"It's theft," Ive told London's The Sunday Times. "What's copied isn't just a design, it's thousands and thousands of hours of struggle. It's only when you've achieved what you set out to do that you can say, 'This was worth pursuing.' It takes years of investment, years of pain." Read more...More about Apple, Design, Steve Jobs, Iwatch, and Jony Ive