Apple chief designer, Jonathan Ive recently visited London to collect his CBE from Her Majesty The Queen.
While in London the Brit-born Apple savant spoke briefly with the UK desk of US newspaper, the International Herald Tribune.
As ever, Ive focused on design: "It sounds unremarkable and even naive, but it's our obsession with making really great products. It's at the heart of everything we do. I don't understand how you can exist as a company and not have it."
He reveals that Apple has actually gone as far as to cancel products after extensive development work, simply, "because we had that sinking feeling that they weren't good enough".
He also stressed his consistent message - that Apple's exterior simplicity betrays the huge complexity of what his design team does, that its products are simple and easy-to-use by design.