"I would love, love, love to show you what we are working on now, but I'd lose my job," Ive says with an impish grin. "But you've got a sense about perhaps not what we are building, but the way we approach problems as a group," he says.
"About how we go back again and again until something is just right. I do sense that people can tell we really care. We make products that we think are right, that maybe you can't easily justify or evaluate, but they feel right."
Continue reading here