In a recent visit to Great Britain, Joyn Ive, senior VP of the design division at Apple, stated that at the moment Apple is working on its best products. The answer came after a question asking him to name the most interesting pods designed by him for Apple and it was normal to give such an answer. However, if he is right, then the iPhone 5, the new Macs and the possible television developed by Apple are announced to be extremely interesting.
It's a really tough one. A lot does seem to come back to the fact that what we're working on now feels like the most important and the best work we've done, and so it would be what we're working on right now, which of course I can't tell you about. We're developing products in exactly the same way that we were two years ago, five years ago, ten years ago. It's not that there are a few of us working in the same way: there is a large group of us working in the same way.
We have become rather addicted to learning as a group of people and trying to solve very difficult problems as a team. And we get enormous satisfaction from doing that. Particularly when you're sitting on a plane and it appears that the majority of people are using something that you've collectively agonized over. It's a wonderful reward.
The interesting part is that Jony Ive promotes the idea that Apple works now, just as it worked when Steve Jobs was alive. The world expected Apple to work like this, but Tim Cook left his mark on the company and there are definitely a lot of things that have changed there. Until then, I know that many of you are waiting with interest The iPhone with a 4-inch screen si MacBooks with Retina Display, but at WWDC 2012 we should find out some details about them.
