I think the one of the most telling nuggets in that piece is from designer Jonathan Ive: "For us, it is all about refining and refining until it seems like the

I think the one of the most telling nuggets in that piece is from designer Jonathan Ive: "For us, it is all about refining and refining until it seems like there's nothing between the user and the content they are interacting with" Also, as someone with experience in quantitative marketing, the following quote made a lot of sense as well. In my opinion, quantitative marketing and analytics are great tools, and as we've seen in both sports and business, people use them do have an advantage. Again, however, in my opinion these tools are too reactionary and don't leave as much room for creative thought. "It's not for us to predict what others will do," Ive says. "We have to concentrate on what we think is right and offer it up." You gotta give it to jobs, that Ive guy is obviously incredibly bright and Jobs takes credit for finding him too.