Jonathan Ive, the man credited with developing some of the most important consumer electronic products of the last 15 years, has been handed a Knighthood by the Queen, thereby making him Sir Jonathan Ive. The honour was bestowed on the Brit in recognition of his services to design and enterprise, in particular during the last two decades at Apple, where he has been a key figure behind products like the iPod and iPhone.
In an interview with BBC Radio Four’s Today programme, Sir Jonathan reflected on his career within the technology industry and reaffirmed his enthusiasm for product design. In fact, he said that product design is more complex now that at any other time.
"I think the challenges are more significant now than they have been in the past," he explained to the broadcaster. "I think the consequences of getting it wrong are also more significant."
Sir Jonathan’s profile has perhaps become more prominent in recent months following the death of Steve Jobs, Co-founder of Apple. Despite Jobs’ passing in 2011, Sir Jonathan said that Apple’s short-term and long-term ambitions remain unchanged. The goal, he explained, is to "try and to design the very best products that we possibly can".
"We're very disciplined, very focused, and very clear, across the company - that is our goal."
He added that unlike most of its rivals, Apple's overarching ambition is not to maximise profits, despite pressure from shareholders. Instead, Sir Jonathan insisted, Apple is committed to producing the most iconic and innovative products that will compare favourably to the likes of the iPod and the iPhone.
Later this year Apple is expected to unveil the eagerly-awaited iPhone 5, which is sure to be a landmark moment for the smartphone industry. It remains to be seen, though, whether the company is able to maintain the extraordinary momentum it has built up over the last few years.
What do you see in store for Apple over the next decade?