“The more I learnt about this cheeky – almost rebellious – company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.”

— Jonathan Ive

On how he felt when he used a Mac for the first time at college, in an interview at the Design Museum (2003)[citation needed]

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Jonathan Ive17

English designer and VP of Design at Apple 1967

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