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Apple designer: "Our goal isn't to make money"

Apple isn't in the tech game for the cash. The company just wants to make products that people can get excited about, Jonathan Ive, Apple's senior vice president of Industrial Design, said yesterday during the British Embassy's Creative Summit.

As reported by Wired, Ive told the crowd that Apple is "really pleased with our revenues, but our goal isn't to make money."

The company reported second quarter revenue of $35 billion (£22.3 billion), with a profit of $8.8 billion (£5.6 billion). The company now has $117.2 billion (£75 billion) in cash.

"Our goal and what makes us excited is to make great products," Ive said. "If we are successful people will like them and if we are operationally competent, we will make money," he said.

Ive attributed the company's current success to its near-death experience in the late 1990s, when Apple was close to bankruptcy. When Steve Jobs returned home to Apple in 1997, Ive said his focus was on the fact that the company's products were good enough. Other approaches to turning things around were based on cost savings and revenue generation, Wired said.

In a 1996 interview with PBS, Jobs said that even though he was worth more than $1 million at age 23 and over $10 million by 24, "it wasn't that important ... because I never did it for the money."

Ive also touched on design during his talk today.

"I refute that design is important. Design is a prerequisite. Good design – innovation – is really hard," he said.

Ive continued talking about the creative process at Apple, which includes saying "no" to a lot of things that designers want to pursue, "so that we only work on a manageable amount of products and can invest an incredible amount of care in each of them," he said.