All items tagged with "Jonathan Ive on iPad mini"

Jonathan Ive: iPad Mini Is a “Concentration Not a Reduction” [Video]

Why is the iPad mini $329 instead of $200? In the promo video above, Apple’s Senior Vice President of Design, the venerable Sir Jonathan Ive, gives an implicit explanation. The iPad Mini is not a reduced iPad, he says, but a concentrated one.

Here’s his rationale:

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