Quotables

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products," he explained. "We trust as a consequence of that, people will like them, and as another consequence we'll make some money. But we're really clear about what our goals are.

Lessons in innovation.

There are a couple of key points that I took from this interview, based on my own experience on both sides of the fence (as a media player, reporting on tech success, and as an innovator trying to drive it from a manufacturing perspective).

The first is that "companies need to define their own clear, high-minded raison d’être, which should drive the actions and decisions of every employee, from the C-suite down."

The other, is that "unless the disciplines of innovation are acknowledged and embraced as core values by every employee, they won't gain traction."

"We don't have identity manuals reminding us of points of philosophy for why our company exists," Ive said of Apple's internal culture. "I'm sure those things are very well meaning, but if you have to institutionalize stuff, you end up chasing your tail."

In other words, unless the commitment to innovation or design is authentic and heartfelt, rather than this month's short-term strategy to cater to a hot trend, it will be nigh on impossible to build a true, innovation-led culture.