How does Apple decide when it’s time to move on? It’s not a decision to get rid of an existing technology as much as it’s a willingness to accept that what’s familiar isn’t always what’s best.
“I actually think the path of holding onto features that have been effective, the path of holding onto those whatever the cost, is a path that leads to failure,” says Ive. “And in the short term, it’s the path the feels less risky and it’s the path that feels more secure.”
I haven’t always agreed with Apple’s (and therefore, Ive’s) design decision but I always enjoy hearing from Ive and parsing out how his sometimes veiled explanations of his design philosophy informs Apple’s products.