By Alvin Alexander. Last updated: November 18, 2013
However, the designer added that the firm does not get enough credit for its decisions to stop working on devices that are "competent" as opposed to "great".
"We have been, on a number of occasions, preparing for mass production and in a room and realised we are talking a little too loud about the virtues of something. That to me is always the danger, if I'm trying to talk a little too loud about something and realising I'm trying to convince myself that something's good," he said.
This discussion is from this article:
- http://www.telegraph.co.uk/technology/apple/9440639/Apple-design-chief-Sir-Jonathan-Ive-iPhone-was-nearly-axed.html