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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
Keep
True
Wells
Simplicity
Well
Yeah
Going
Design
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More quotes by 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.
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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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There's no other product that changes function like the computer.
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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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Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.
Jonathan Ive
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If something is not good enough, stop doing it.
Jonathan Ive
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If you are truly innovating, you don't have a prototype you can refer to.
Jonathan Ive
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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.
Jonathan Ive
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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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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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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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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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Its difficult to do something radically new, unless you are at the heart of a company.
Jonathan Ive
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That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
Jonathan Ive
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I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.
Jonathan Ive
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Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.
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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To do something innovative means that you reject reason.
Jonathan Ive