Apple's Ive talks design, what competitors do wrong

Good article. It still amazes how companies study Apple and just continue to turn out junk.

They’re obviously studying the wrong parts of Apple.

Maybe I’m jaded, but…my experience with some businessmen* is that they are so innately proud and confident that anything they read, they associate themselves with. A business has a complex product line of 160 skus that all do the same thing won’t stop the owner from saying how simplicity is key. A business launches another me-too product that is crappy, poorly designed and destined to cannibalize sales from their other better products, the owner says, “No reason to go into a market that we can’t innovate in.”

A lot of people say that business needs design thinking. I think competence would be a good start.

*I only wish I worked for women.