michaelmistretta.com

Jony Ive on Apple’s philosophy for the new MacBooks -

I love the way that we don’t reserve our very best ideas, for our very highest end products. Our very best ideas—all of our innovation—we bring to the most popular Mac that we make.

When you start using it, when you start putting your photographs on it, when you start working on your personal projects, it becomes so much more than just a collection of parts. We’ve refined and refined every detail in the service of the user. Just to get rid of complexity. If something doesn’t need to be there, it’s not there.

I don’t know how we can make anything more essential, any simpler, than the new MacBook.

Jony seems to be the person at Apple most in-tune with Steve’s obsession over simplicity and design. That may be positive of negative, but it has definitely set Apple apart from the “Made in China” phenomenon so common among consumer electronics today.

And by that, I don’t mean that Apple’s products aren’t made in China—they just don’t feel like they’re made in China.