Jony Ive in an interview at London's Design Museum yesterday:
“To do something new and truly innovative, does require you reject reason. And the problem is when you do that, the behaviours, what that looks like, can make you look a bit odd.”
“We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of 'oh it looks like the last one, can't we make it look different?' Well no, there's no reason to.”
So you'd better get used to the shape of iPhone 6, because it's gonna stick around awhile.
Much, much more at Dezeen.