It's not everyday that we get to have some chit chat with the VP of Design at Apple and this is why this rare interview has caused a stir where Jonathan Ive gives at least a little insight into how the product development process at Apple takes place. Jonathan is obviously the mastermind behind all the products because before they become reality, they fall into pieces in his imagination. The first question to answer is what the product would be and what should it be able to do. The next step is to consider what the product will end up looking like and this is the stage where every single possibility is considered; from candy manufacturings to metalworks in Japan.
Merely the idea is toyed with for a couple of months before it is perfected for instance Ive gives a little example of the iMac stand by saying that "months and months and months" were spent on perfecting the iMac stand. "When you realize how well you can make something, falling short, whether seen or not, feels like failure."
The advantage for Apple is the large number of customer base who are loyal to their favorite brand and for them price comes last when it's about Apple. Because the company has brought in life altering and unimaginable innovations, they are right to place their products in the Premium segment and customers expect higher price tags already. "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 make them. We don't take so long, and make the way we make, for fiscal reasons."