This year, Jony Ive is back in the driver’s seat, leading Apple’s design teams. This is great news for those of us who love products with an excellent user experience.

Technology companies, for the most part, have never had strong relationships with artists. Instead, they focus on the engineering, leaving design almost as an afterthought. If we are to build great products, however, we need to flip the formula, imagining great design and then building the technology to achieve it. That’s what this article is about: the importance of artists in the tech world.

At its most basic, excellent product…

How often have you felt frustrated by Siri, Cortana, Alexa, Google Assistant, or other Digital Assistants?

We were promised a talking, feeling, engaging Digital Assistant in films like Her or Apple’s 30-year-old video Knowledge Navigator envisioned by then-CEO and my friend John Sculley. But the actual user experience falls tremendously short of those promises. And, sadly, it will take years or even decades before we see a Digital Assistant that reflects those fictional portrayals.

Xabi Uribe-Etxebarria

Founder & CEO of, Products: Engineering + Design

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