Studio outtakes from Apple's Cook, Ive, and Federighi (Bloomberg)

From Bloomberg’s studio outtakes interview with Cook, Ive, and Federighi. This quote is from Jonathan Ive:

We try to make tools for people that enable them to do things that they couldn’t without the tool. But we want them to not have to be preoccupied with the tool. One of the ironies from a design point of view is that we feel that we’ve done our job when you finally get to that point and you think, ‘Well, there couldn’t be a rational alternative.’ It appears inevitable. It almost appears like it wasn’t designed.