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One of the rarest guests at this year's British Embassy's Creative was Sir Jonathan Ive, the company's chief designer Apple, who is also behind the design of the iPod, among other things, iPhone, MacBook or iMac. The most interesting part of his speech was explaining what the company's mission is AppleMost users, especially recently, think that Applu it's all about money. While shareholders and true fans of the brand Apple rejoice during the presentation of financial results, the other group laughs that Apple he's basically just saying how many billions of dollars he's made from those who buy his products.

Sir Jonathan Ive commented as follows: "Of course, we are pleased with the high income, but our main goal is not to make money. It sounds a bit unbelievable, but it really is. Our goal and what really pleases and fulfills us is putting excellent products on the market. If we do well and people like it, then let's make money too.'' Ive further adds that Apple became successful mainly thanks to the diametrically opposed approach of Steve Jobs in 1997, when he once again assumed the position of CEO in the company Apple Computers. “In his (Steve Jobs') opinion, the products of the time were not good enough. So he decided to create something better. This approach was different from those of the past, whose intention was to reduce production costs and generate higher profits.”

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