Sir Jonathan Ive has expressed his anger at copycat Apple hardware from other firms.
He was asked by an audience member about copycat competitors and responded with some passion.
"I'll stand a little bit harsh. I don't see it as flattery. When you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied," he said.
"I have to be honest, the first thing I can think is all those weekends that I could have been at home with my family but didn't. I think it's theft, and it's lazy."
The Apple designer leads a team of 16 and said that they share a focus for good looking, well-functioning design.
"I don't think we think about designing for a point in time. We hope that if it is truly simple, and we do a good job, then it will endure," he said. "I think a beautiful product that doesn't work very well is ugly."
Ive was asked about Steve Jobs, and said that the departed CEO was the most "remarkably focused person" he has ever met in his life.
He added that when Jobs provided a critique he was a "little harsh" and a blunt teller of his opinion.
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