Apple’s lead designer, Sir Jonathan “Jony” Ive, has hit out at companies he believes copy his firm’s products, according to a report by the British Broadcasting Corporation.
Speaking at an event hosted by Vanity Fair, the 47-year-old said, “I don’t see it as flattery, I see it as theft.”
He was responding to a question from the audience about Chinese tech maker Xiaomi, but was referring to Apple’s competition in general.
Xiaomi has been accused of copying before, but the company has said the suggestion was “sensationalist”.
Hugo Barra, who was poached by Xiaomi from Google, said the Chinese firm was “an incredibly innovative company”.
But the company has come under fire from people who believed its designs appeared similar to Apple’s iPhones and iPads.
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