JONY IVE: 'I See It As Theft' When Competitors Copy Apple Designs

At one point, a member of the audience asked Ive what he thought about Xiaomi, a Chinese startup that makes smartphones with a remarkable similarity to iPhones.

Ive, speaking broadly about Xiaomi and other companies that make products that look similar to Apple gadgets, called it outright theft.

"I don't see it as flattery. I see it as theft," Ive said. "I have to be honest. The last think I think is 'Oh, that is flattering...all those weekends I could've been home with my family...I think it's theft and it's lazy. I don't think it's OK at all."