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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

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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
True
Wells
Simplicity
Well
Yeah
Going
Design
Courses
Course
Point
Keep

More quotes by 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.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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Its difficult to do something radically new, unless you are at the heart of a company.
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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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If you are truly innovating, you don't have a prototype you can refer to.
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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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The most important thing is that you actually care, that you do something to the very best of your ability
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What we make testifies who we are. People can sense care and can sense carelessness.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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I discovered at an early age that all I've ever wanted to do is design.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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A small change at the beginning of the design process defines an entirely different product at the end.
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It's very easy to make something that is new. So we are trying to make things that are better.
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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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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