# Tweet by [@keefmoon](http://twitter.com/keefmoon) on 2012-03-12 21:16:46 > [!INFO] Archived from [original tweet](http://twitter.com/keefmoon/status/179315016594493440) Apple’s Jony Ive: Our competitors want to be different and appear new, but they are the wrong goals http://t.co/BRG932OT via @TNWapple