Apple chief designer, shy from public viewing, says a few rare words in Business Week:
His design process revolves around intense iteration — making and remaking models to visualize new concepts.
“One of the hallmarks of the team I think is this sense of looking to be wrong,” said Ive at Radical Craft. “It’s the inquisitiveness, the sense of exploration. It’s about being excited to be wrong because then you’ve discovered something new.”