“There’s a tendency, and of course there is, and I understand it, with the benefit of hindsight, all of it seems inevitable,” Ive said. “But for 99 percent of the time, it didn’t work for us. For the vast majority of the development cycle, all we had were things that failed. By definition, if they didn’t fail halfway through, then we’d be done.”
During the interview, Ive was even asked what kind of new technology he dreams about. Ive, however, refused to directly answer the question, likely for fear of giving away plans for future iPhones. He did mention that it’s because of the size and efficiency of current day silicon that his design team can dream big with what they want to do with the iPhone. “Some of the allowances, some of the opportunities are extraordinary,” he said.