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The word design is everything and nothing. The design and the product itself are inseparable.

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
Inseparable
Product
Products
Design
Word
Everything
Nothing

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There are 9 rejected ideas for every idea that works.
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What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
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It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?
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Apple's Jony Ive describes his fanatical approach to design in new interview
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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.
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Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.
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It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.
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There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
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We don't do focus groups - that is the job of the designer.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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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.
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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.
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Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
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Apple stood for something and had a reason for being that wasn't just about making money.
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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.
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If something is not good enough, stop doing it.
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There's no other product that changes function like the computer.
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We're very genuinely designing the best products that we can for people.
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One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.
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Designing and developing anything of consequence is incredibly challenging.
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