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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
Courses
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Point

More quotes by Jonathan Ive

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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.
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There are 9 rejected ideas for every idea that works.
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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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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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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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The word design is everything and nothing. The design and the product itself are inseparable.
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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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What we don't include is as important as what we do include.
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We don't do focus groups - that is the job of the designer.
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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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That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
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We're very genuinely designing the best products that we can for people.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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Apple's Jony Ive describes his fanatical approach to design in new interview
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A small change at the beginning of the design process defines an entirely different product at the end.
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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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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The nature of having ideas and creativity is incredibly inspiring.
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There's no learning without trying lots of ideas and failing lots of times.
Jonathan Ive