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It's very easy to make something that is new. So we are trying to make things that are better.

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
Something
Make
Things
Design
Easy
Better
Trying

More quotes by Jonathan Ive

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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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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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Its difficult to do something radically new, unless you are at the heart of a company.
Jonathan Ive
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To do something innovative means that you reject reason.
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If something is not good enough, stop doing it.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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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There's no other product that changes function like the computer.
Jonathan Ive
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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.
Jonathan Ive
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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.
Jonathan Ive
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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.
Jonathan Ive
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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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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.
Jonathan Ive
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
Jonathan Ive
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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.
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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If you are truly innovating, you don't have a prototype you can refer to.
Jonathan Ive
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The most important thing is that you actually care, that you do something to the very best of your ability
Jonathan Ive
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There are 9 rejected ideas for every idea that works.
Jonathan Ive
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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