23/05/2012 04:29 BST | Updated 22/07/2012 06:12 BST

Jonathan Ive: What Apple Is Working On Now Feels Like The Most Important Work

“It’s a really tough one. A lot does seem to come back to the fact that what we’re working on now feels like the most important and the best work we’ve done, and so it would be what we’re working on right now, which of course I can’t tell you about.”