「這真的很不尋常,我們的競爭者中,大部分都感興趣於做出不一樣的東西,或是希望出現全新的東西。我覺得這些都是完全錯誤的目的。一件產品必須要純粹地變得更好。這需要真正地磨練,而這也是驅使著我們的動力 ── 為了做出更好的東西的最真實、純粹的慾望。」by Jonathan Ive
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