Apple’s design chief took a swipe at copycats as he explained some of the secretive group’s product development processes ahead of the launch of its Watch and latest iPads.
In an interview at Vanity Fair magazine’s New Establishment Summit in San Francisco, Sir Jonathan Ive admitted that he sounded “a little bit harsh and perhaps a little bit bitter” in his response to a question about whether imitation by Asian rivals such as Xiaomi was “flattering”.
He said: “I think it’s really straightforward. It really is theft, and it’s lazy, and I don’t think it’s OK at all.”
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