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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
Going
Design
Courses
Course
Point
Keep
True
Wells
Simplicity
Well
Yeah

More quotes by Jonathan Ive

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The goal of Apple is not to make money but to make really nice products, really great products.
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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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.
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The nature of having ideas and creativity is incredibly inspiring.
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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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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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A small change at the beginning of the design process defines an entirely different product at the end.
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To do something innovative means that you reject reason.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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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.
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If something is not good enough, stop doing it.
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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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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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If you are truly innovating, you don't have a prototype you can refer to.
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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.
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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's very easy to make something that is new. So we are trying to make things that are better.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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