The International Herald Tribune has posted an interview with Apple’s Chief Designer, Jonathan Ive.

During the interview Ive commented on Apple’s design ethics.

“It sounds unremarkable and even naïve, but it’s our obsession with making really great products,” he said. “It’s at the heart of everything we do. I don’t understand how you can exist as a company and not have it.”

During the interview Ive reveals that Apple has scrapped products after extensive development simply “because we had that sinking feeling that they weren’t good enough”.