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"In a rare and wide-ranging interview, Apple's design chief Jony Ive offers a few new insights into one of the most secretive technology companies on the planet \u2014 and explained why he, like his late mentor Steve Jobs, takes it personally when other companies are given a pass on designs that look remarkably similar to Apple's.    \n\"It's theft,\" Ive told London's The Sunday Times. \"What's copied isn't just a design, it's thousands and thousands of hours of struggle. It's only when you've achieved what you set out to do that you can say, 'This was worth pursuing.' It takes years of investment, years of pain.\"\nSee also: 10 Things You Didn't Know About Apple Design Chief Jony Ive\nDelving deeper into the development culture at Apple, Ive said, \"Our success is a victory for purity, integrity \u2014 for giving a damn... At Apple, there's almost a joy in looking at your ignorance and realizing, 'Wow, we're going to learn about this and, by the time we're done, we're going to really understand and do something great.' \n\"Apple is imperfect, like every large collection of people. But we have a rare quality. There is this almost pre-verbal, instinctive understanding about what we do, why we do it.\"\nDespite offering a rare peek into Apple's inner workings, Ive is hesitant to offer any information on the company's upcoming products. When queried about the oft-rumored iWatch, Ive's response is particularly interesting \u2014 in that he doesn't dismiss the idea out of hand. \n\"Obviously, there are rumors about us working on \u2026 and, obviously, I'm not going to talk about that,\" said Ive. \"It's a game of chess, isn't it?\" \nIve also retells a familiar anecdote about the late Steve Jobs that reminds us of the Apple co-founder's attention to detail. \n\"We'd get to the hotel where we were going, we'd check in and I'd go up to my room,\" Ive told The Sunday Times. \"I'd leave my bags by the door. I wouldn't unpack. I'd go and sit on the bed and wait for the inevitable call from Steve: 'Hey Jony, this hotel sucks. let's go.' \" \nHave something to add to this story? Share it in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2014/03/17/jony-ive-interview/>