--- title: "Meaning & Key Takeaway of: Apple's goal isn't to make money. Our…" description: "\"Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.\" — Jonathan Ive" image: "https://sms4smile.com/quotes/i/606/jonathan-ive-3015_apple_apple-s-goal-isn-t-to-make-money-our-goa_648589.png" --- # Apple's goal isn't to make money. Our goal is to design… ![“Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.” quote by Jonathan Ive](https://sms4smile.com/quotes/i/606/jonathan-ive-3015_apple_apple-s-goal-isn-t-to-make-money-our-goa_648589.png) [Download](https://sms4smile.com/quotes/i/606/jonathan-ive-3015_apple_apple-s-goal-isn-t-to-make-money-our-goa_648589.png) [Open image](https://sms4smile.com/quotes/i/606/jonathan-ive-3015_apple_apple-s-goal-isn-t-to-make-money-our-goa_648589.png) > “Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.” [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Apple prioritizes creating valuable products over profit, focusing on design and development excellence. **In simple terms:** Design over profit. Key Takeaway Focus on creating valuable products. Themes design innovation product development Mood inspired purposeful Type visionary mission‑driven When to use this quote - product launches - design workshops - team brainstorming - market research Key Concepts User‑centered design quality brand purpose Questions to Reflect On - How can profit goals be balanced with design excellence? - What incentives foster product‑first thinking? A Different Perspective Profit motives can limit creative risk‑taking. ★ ★ ★ ★ ★ No ratings yet [Apple](https://sms4smile.com/quotes/about/apple/) [Apple Goal](https://sms4smile.com/quotes/about/apple-goal-3650063/) [Apples](https://sms4smile.com/quotes/about/apples/) [Design](https://sms4smile.com/quotes/about/design/) [Design Develop](https://sms4smile.com/quotes/about/design-develop-5192004/) [Goal](https://sms4smile.com/quotes/about/goal/) [Goals](https://sms4smile.com/quotes/about/goals/) [Making money](https://sms4smile.com/quotes/about/making-money/) [Money](https://sms4smile.com/quotes/about/money/) [Money Goal](https://sms4smile.com/quotes/about/money-goal-547461/) [Products](https://sms4smile.com/quotes/about/products/) [Technology](https://sms4smile.com/quotes/about/technology/) ## Related quotes > [Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products... We trust as a consequence…](https://sms4smile.com/quotes/steve-jobs/apple-s-goal-isn-t-to-make-money-our-goal-is-to-design-and-develop/) [Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/) > [It's always been Apple's goal to ship something we were proud of and something people would be proud to own, and I think that's…](https://sms4smile.com/quotes/michael-scott/it-s-always-been-apple-s-goal-to-ship-something-we-were-proud-of-and/) [Michael Scott](https://sms4smile.com/quotes/author/michael-scott/) > [The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an…](https://sms4smile.com/quotes/jonathan-ive/the-more-i-learnt-about-this-cheeky-almost-rebellious-company-the/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [There is no one, right way to design or develop anything. To a large degree, it needs to reflect the culture — especially the…](https://sms4smile.com/quotes/nathan-shedroff/there-is-no-one-right-way-to-design-or-develop-anything-to-a-large/) [Nathan Shedroff](https://sms4smile.com/quotes/author/nathan-shedroff/) > [Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's…](https://sms4smile.com/quotes/jonathan-ive/our-goal-isn-t-to-make-money-our-goal-absolutely-at-apple-is-not-to/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can.…](https://sms4smile.com/quotes/jonathan-ive/there-is-a-clear-goal-and-it-isn-t-to-make-money-the-goal-is-to/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [“Steve’s talked about the goal of Apple, and the goal of Apple is not to make money but to make really nice products, really…](https://sms4smile.com/quotes/adam-lashinsky/steve-s-talked-about-the-goal-of-apple-and-the-goal-of-apple-is-not/) [Adam Lashinsky](https://sms4smile.com/quotes/author/adam-lashinsky/) > [You can only accomplish what I really love. Do not take the money as a goal. Instead, pursue the things you passionate about, and…](https://sms4smile.com/quotes/maya-angelou/you-can-only-accomplish-what-i-really-love-do-not-take-the-money-as-a/) [Maya Angelou](https://sms4smile.com/quotes/author/maya-angelou/) > [I never thought I would make a living as a pencil-sharpener. The first goal was: I don't want to lose money. And then the…](https://sms4smile.com/quotes/david-rees/i-never-thought-i-would-make-a-living-as-a-pencil-sharpener-the-first/) [David Rees](https://sms4smile.com/quotes/author/david-rees/) > [I remember thinking I just want more. This isn't it. Fame is not the goal. Money is not the goal. To be able to…](https://sms4smile.com/quotes/george-harrison/i-remember-thinking-i-just-want-more-this-isn-t-it-fame-is-not-the/) [George Harrison](https://sms4smile.com/quotes/author/george-harrison/) > [Obviously I want to look after my family and things like that but money's never been the goal.](https://sms4smile.com/quotes/josh-taylor/obviously-i-want-to-look-after-my-family-and-things-like-that-but/) [Josh Taylor](https://sms4smile.com/quotes/author/josh-taylor/) > [The goal isn't more money. The goal is living life on your terms.](https://sms4smile.com/quotes/chris-brogan/the-goal-isn-t-more-money-the-goal-is-living-life-on-your-terms/) [Chris Brogan](https://sms4smile.com/quotes/author/chris-brogan/) > [I want my money to be different. I'm not trying to have rapper money. My goal is to be able to get everything from…](https://sms4smile.com/quotes/future/i-want-my-money-to-be-different-i-m-not-trying-to-have-rapper-money/) [Future](https://sms4smile.com/quotes/author/future/) > [You can only become truly accomplished at something you love. Don't make money your goal. Instead, pursue the things you love doing, and do…](https://sms4smile.com/quotes/anonymous/you-can-only-become-truly-accomplished-at-something-you-love-don-t/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [I never set money as a goal. It was a result.](https://sms4smile.com/quotes/bob-diamond/i-never-set-money-as-a-goal-it-was-a-result/) [Bob Diamond](https://sms4smile.com/quotes/author/bob-diamond/) ## More by Jonathan Ive > [My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you…](https://sms4smile.com/quotes/jonathan-ive/my-father-was-a-very-good-craftsman-he-made-furniture-he-made/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an…](https://sms4smile.com/quotes/jonathan-ive/the-more-i-learnt-about-this-cheeky-almost-rebellious-company-the/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [To design something really new and innovative you have to reject reason.](https://sms4smile.com/quotes/jonathan-ive/to-design-something-really-new-and-innovative-you-have-to-reject/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The most important thing is that you actually care, that you do something to the very best of your ability](https://sms4smile.com/quotes/jonathan-ive/the-most-important-thing-is-that-you-actually-care-that-you-do/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care-just like the people who…](https://sms4smile.com/quotes/jonathan-ive/we-re-surrounded-by-anonymous-poorly-made-objects-it-s-tempting-to/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said,…](https://sms4smile.com/quotes/jonathan-ive/and-i-said-couldn-t-we-be-more-moderate-and-he-said-why-and-i-said/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The absence of clutter is just a clutter-free product. That's not simple.](https://sms4smile.com/quotes/jonathan-ive/the-absence-of-clutter-is-just-a-clutter-free-product-that-s-not/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [In our quest to quickly make three-dimensional objects, we can miss out on the experience of making something that helps give us our first…](https://sms4smile.com/quotes/jonathan-ive/in-our-quest-to-quickly-make-three-dimensional-objects-we-can-miss/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [A beautiful product that doesn't work very well is ugly.](https://sms4smile.com/quotes/jonathan-ive/a-beautiful-product-that-doesn-t-work-very-well-is-ugly/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of…](https://sms4smile.com/quotes/jonathan-ive/we-don-t-do-focus-groups-that-is-the-job-of-the-designer-it-s-unfair/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first.](https://sms4smile.com/quotes/jonathan-ive/i-am-very-aware-that-i-m-the-product-of-growing-up-in-england-and-the/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm…](https://sms4smile.com/quotes/jonathan-ive/it-s-a-very-strange-thing-for-a-designer-to-say-but-one-of-the-things/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks…](https://sms4smile.com/quotes/jonathan-ive/we-won-t-do-something-different-for-different-s-sake-designers-cave/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [As a kid, I remember taking apart whatever I could get my hands on.](https://sms4smile.com/quotes/jonathan-ive/as-a-kid-i-remember-taking-apart-whatever-i-could-get-my-hands-on/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet.](https://sms4smile.com/quotes/jonathan-ive/i-find-that-when-i-write-i-need-things-to-be-quiet-but-when-i-design/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Explore all 142 Jonathan Ive quotes ](https://sms4smile.com/quotes/author/jonathan-ive/) ## More Apple quotes > [“Neither's the one you get, less you want me to see if your apple's ripe, yet. - Yoren”](https://sms4smile.com/quotes/george-r-r-martin/neither-s-the-one-you-get-less-you-want-me-to-see-if-your-apple-s/) [George R.R. Martin](https://sms4smile.com/quotes/author/george-r-r-martin/) > [“Most people believe the apple merely represented Knowledge. But we know better. It was the Fruit of the Tree of Knowledge of Good and…](https://sms4smile.com/quotes/miranda-beverly-whittemore/most-people-believe-the-apple-merely-represented-knowledge-but-we/) [Miranda Beverly-Whittemore](https://sms4smile.com/quotes/author/miranda-beverly-whittemore/) > [The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and…](https://sms4smile.com/quotes/steve-jobs/the-reason-that-apple-is-able-to-create-products-like-ipad-is-because/) [Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/) > [“An apple with a rotten core can only last so long,” he”](https://sms4smile.com/quotes/morgan-rice/an-apple-with-a-rotten-core-can-only-last-so-long-he/) [Morgan Rice](https://sms4smile.com/quotes/author/morgan-rice/) > [I'm not only a fan of Apple products, I have stock in the company. I think Steve Jobs has started one of the greatest…](https://sms4smile.com/quotes/kid-rock/i-m-not-only-a-fan-of-apple-products-i-have-stock-in-the-company-i/) [Kid Rock](https://sms4smile.com/quotes/author/kid-rock/) > [When Apple introduced its game-changing iPhone in 2007, Nokia was caught sleeping on the job. Although it had actually developed an iPhone-style device -…](https://sms4smile.com/quotes/noreena-hertz/when-apple-introduced-its-game-changing-iphone-in-2007-nokia-was/) [Noreena Hertz](https://sms4smile.com/quotes/author/noreena-hertz/) > [I like to make pies. That's kind of my new obsession - peach, blueberry, apple, strawberry. I make a really good pumpkin pie with…](https://sms4smile.com/quotes/morgan-saylor/i-like-to-make-pies-that-s-kind-of-my-new-obsession-peach-blueberry/) [Morgan Saylor](https://sms4smile.com/quotes/author/morgan-saylor/) > [I love to eat an apple after a meal, just to cleanse my teeth - they always look polished afterwards.](https://sms4smile.com/quotes/catherine-zeta-jones/i-love-to-eat-an-apple-after-a-meal-just-to-cleanse-my-teeth-they/) [Catherine Zeta-Jones](https://sms4smile.com/quotes/author/catherine-zeta-jones/) > [Back in my school days, when I would scuttle off with a cheese roll, an apple, a box of Sun-Maid raisins and a Penguin…](https://sms4smile.com/quotes/rachel-khoo/back-in-my-school-days-when-i-would-scuttle-off-with-a-cheese-roll-an/) [Rachel Khoo](https://sms4smile.com/quotes/author/rachel-khoo/) > [As far as Apple goes, it was a different company every few years from the time I joined in 1984.](https://sms4smile.com/quotes/alan-kay/as-far-as-apple-goes-it-was-a-different-company-every-few-years-from/) [Alan Kay](https://sms4smile.com/quotes/author/alan-kay/) > [“You are the apple of Love’s eye.”](https://sms4smile.com/quotes/david-paul-kirkpatrick/you-are-the-apple-of-love-s-eye/) [David Paul Kirkpatrick](https://sms4smile.com/quotes/author/david-paul-kirkpatrick/) > [Like a satellite in orbit, Apple is perpetually falling. It just happens to miss Earth every time.](https://sms4smile.com/quotes/horace-dediu/like-a-satellite-in-orbit-apple-is-perpetually-falling-it-just/) [Horace Dediu](https://sms4smile.com/quotes/author/horace-dediu/) > [Positive thinking is so firmly enshrined in our culture that knocking it is a little like attacking motherhood or apple pie.](https://sms4smile.com/quotes/srikumar-rao/positive-thinking-is-so-firmly-enshrined-in-our-culture-that-knocking/) [Srikumar Rao](https://sms4smile.com/quotes/author/srikumar-rao/) > [To the extent that anyone anywhere does anything interesting, the question is: 'Why isn't Apple doing that; why is Apple behind in that?' We…](https://sms4smile.com/quotes/craig-federighi/to-the-extent-that-anyone-anywhere-does-anything-interesting-the/) [Craig Federighi](https://sms4smile.com/quotes/author/craig-federighi/) > [I read the Steve Jobs book, and that kind of changed everything. I've been, like, an Apple geek my whole life and have always…](https://sms4smile.com/quotes/g-eazy/i-read-the-steve-jobs-book-and-that-kind-of-changed-everything-i-ve/) [G-Eazy](https://sms4smile.com/quotes/author/g-eazy/) [Browse all 889 Apple quotes ](https://sms4smile.com/quotes/about/apple/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Apple's goal isn't to make money. 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