Apple has always been recognized by its innovative vision and capacity. Products like the iPod and the iPhone have literally transformed the computing industry. However one of the Apple’s core values is its attention to details and its obsession to polish each one of them.

In the presentation of its last product, the new iMac, Jony Ive -the person that have defined the Apple’s most successful products of the last decade- refers to this main Apple’s characteristic highlighting how important is not to be consumed by the reinvention ghost:

The core ideas, the founding ideas of the iMac are as relevant and as right now as they were with the first one. And so rather than just been consumed by reinvention this is one of those fantastic opportunities to be very clear about what it’s right and we don’t want to change. So then we put all the [...] behind improving those aspects of the product that we can make better and this is what iMac represents: it’s a collection of a very best thinking, a very best innovation.

Sincerely in these times when many people promote that everything must be reinvented and are so confused to think that this idea is related somehow to the word innovation, Ive’s words sounds like a balm to the ear.