Jony Ive —

"We won't do something different for different's sake. I could start today and do something completely different, that's really easy. What's really hard is better. I feel really strongly about this. Designers cave in to marketing, to the corporate agenda, which is sort of 'oh it looks like the last one, can't we make it look different?' Well no, there's no reason to."

It's worth the 15-minute read.