Jonothan Ive has once again teased us with the prospect of a tech world sans iPhones, after expounding on the problems that almost caused Apple to scrap the handset during development.
Ive first broke cover with the revelation that the iPhone, which changed the look and design of smartphones forever, nearly didn’t make it to market earlier this year.
This week at a Q&A at the British Business Embassy in London, he revealed some of the teething troubles that were hamstringing the handset. And surprisingly prosaic they are too.
According to the design guru, one of the man problems to be overcome was that every time he “put the phone to [his] ear and [his] ear [inadvertently] dials the number.”
Ive also claimed that Apple, aka one of the world’s most profitable company with quarterly sales of $35 billion in the last quarter and one of the largest by market cap, isn’t first and foremost a money-making operation.
He told delegates: "We're pleased with our revenues. Our goal is not to make money – that may sound a little flippant but it happens to be true.
“Our goal, and what makes us exist, is to make great products."
News of Ive’s comments come amid signs that the next iPhone is unlikely to be the radical redesign some had hoped for, with leaked snaps suggesting it retain the same look as the iPhone 4 and 4S, but will feature a taller, thinner form factor.