Great article.

"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."

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