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Jony Ive: companies that copy Apple’s style are stealing

When Jony Ive sees designs from other companies that closely mimic Apple’s, he isn’t flattered. Apple’s head of design told the audience at the Vanity Fair New Establishment Summit today that copying makes him angry. In response to a question about Xiaomi’s highly Apple-like designs, Ive said his feelings were “a bit harsh.” “I don’t see it as flattery,” he says, noting that he was speaking about the issue generally and not about Xiaomi specifically. “I actually see it as theft.” Xiaomi, for its part, has denied being an Apple copycat. But the perception has stuck.

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