Apple isn't about making money - Apple's John Ive

Apple's Jony Ive talks about the company's commitment to making good products.

Apple is a company that's often criticized for the price-tag it puts on its products. In fact, one of the biggest Mac vs. PC arguments is that you can get a computer with similar specs for less money if you're willing to ditch the Apple brand and go with PC. However, despite its high prices, it seems Apple isn't in the computer or consumer electronics business for the money. At least, that's what John Ive, senior vice president of industrial design at Apple, said this week.

Apple's Jonathan Ive is one of the company's best known executives. He's been part of the company for years, and has been credited as the lead designer behind countless successful Apple products including the iPod, the iPhone, the iPad, the Macbook, and the MacBook Pro. Speaking to attendees at the British Embassy's Creative Summit, Ive said that while the company was happy with its revenues, Apple's goal isn't to make money.

"We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth," Wired UK quotes him as saying. "Our goal and what makes us excited is to make great products."

Speaking about Jobs' absence from Apple in the 90's, Ive said that Jobs felt the company was going bankrupt because it wasn't making good products. Instead of focusing on cutting costs, Jobs resolved to make better products. After all, as Ive points out, great products bring in revenue.

"If we are successful people will like them and if we are operationally competent, we will make money."