From the 2000s, on the left, Tim Cook and Jony Ive. From the 70s, two unknown guys…

Was he sleeping?

This is part of the essence of new Apple products like the newly announced iPad:

Question: Why has Apple’s competition struggled to create just better products?

Jonathan Ive’s answer: Most of our competitors are interested in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better (emphasis is mine). This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.

Nothing to add. See the complete interview here.

The product guy at Apple right now is Jonathan Ive. He may be more pragmatic than Steve Jobs which used to bring many dopey ideas like Mr. Ive explained in the Apple’s ceremony event on october 17th.