Apple CEO John Ternus says improving the user's experience guides Apple's design decisions, whether that means adding practical features or an animation that simply makes a device more enjoyable to use. TIME published an interview with Ternus last week, and released the video version on Tuesday with additional discussion about design. In the video, Ternus was asked how Apple distinguishes a design choice that contributes to a product from one that merely attracts attention.

Apple CEO John Ternus says improving the user's experience guides Apple's design decisions, whether that means adding practical features or an animation that simply makes a device more enjoyable to use. TIME published an interview with Ternus last week, and released the video version on Tuesday with additional discussion about design. In the video, Ternus was asked how Apple distinguishes a design choice that contributes to a product from one that merely attracts attention.