"Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth," The Telegraph quoted Sir Jonathan, as saying.
"Our goal and what gets us excited is to try to make great products. We trust that if we are successful people will like them, and if we are operationally competent we will make revenue, but we are very clear about our goal," he added.
Sir Jonathan's comments came as a high-stakes patents battle with Samsung over claims that the rival technology firm copied its iPad and iPhone designs began in a Californian court yesterday.
According to the paper, Apple is suing Samsung for more than 2.5 billion dollars to cover some 2 billion dollars profits it has allegedly made on the back of Apple's intellectual property.