Jony Ive: Customers can sense when care is taken with a product

One of the things that I've come to feel really strongly is I believe that we sense. We couldn't articulate why. I can't articulate why, but I believe we sense when there's been care taken with a product. Just in the same way we sense carelessness. And sadly, most of our manufactured environment, I think, testifies to a degree of carelessness. It testifies to, like, get it built fast, make it cheap, make it look different. There's just that sort of carelessness. And I just think it's one of the things that we strive to do for humanity, it's a way that we can serve, is to take care. There was a guy called Pugin who really led a movement which was articulating the evils of mass production and was saying that it was godless and it was without integrity. And I think that was absolutely ridiculous because you can make something as a craftsperson poorly without care. And you can make something in high volume with incredible care, and obviously, you know, vice versa.