Say no more…
The biggest challenge for us was the fact that our focus and preoccupation is always on the future. So that tends to exclude much time to look back at the work we have previously done. Sometimes if we are struggling with a particular issue then that gives us reason to go back and look at the way we have solved problems in the past.
But because we’ve been so consumed by our current and future work we came to realise we didn’t have a catalogue of the physical products. So about eight years ago we felt an obligation to address this and build an objective archive. Many of the products that you see, we actually had to go out and purchase [laughs].
It’s a rather shameful admission, but it’s just not an area that we really invested much time or energy in, so we started to build an archive of the physical products.
Sir Jony Ive