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Apple's Jony Ive describes his fanatical approach to design in new interview

Jonathan Ive

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Jonathan Ive
Age: 57
Born: 1967
Born: February 27
Designer
Industrial Designer
London
England
Jony Ive
Sir Jonathan Paul Ive
Jonathan Paul Ive
Jony iPod
Apples
Interviews
Philosophical
Approach
Design
Fanatical
Describes
Interview
Apple

More quotes by Jonathan Ive

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We don't do focus groups - that is the job of the designer.
Jonathan Ive
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What we make testifies who we are. People can sense care and can sense carelessness.
Jonathan Ive
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
Jonathan Ive
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There's no other product that changes function like the computer.
Jonathan Ive
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I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.
Jonathan Ive
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The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.
Jonathan Ive
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As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
Jonathan Ive
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What we don't include is as important as what we do include.
Jonathan Ive
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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
Jonathan Ive
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If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.
Jonathan Ive
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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
Jonathan Ive
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When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
Jonathan Ive
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We're very genuinely designing the best products that we can for people.
Jonathan Ive
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I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.
Jonathan Ive
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The nature of having ideas and creativity is incredibly inspiring.
Jonathan Ive
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So much of what we try to do is get to a point where the solution seems inevitable: you know, you think of course it's that way, why would it be any other way? It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
Jonathan Ive
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There are 9 rejected ideas for every idea that works.
Jonathan Ive
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
Jonathan Ive
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With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.
Jonathan Ive
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True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
Jonathan Ive