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We don't do focus groups - that is the job of the designer.

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
Focus
Jobs
Designer
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Design

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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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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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True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
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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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There's no other product that changes function like the computer.
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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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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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
Jonathan Ive
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What we make testifies who we are. People can sense care and can sense carelessness.
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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If something is not good enough, stop doing it.
Jonathan Ive
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What we don't include is as important as what we do include.
Jonathan Ive
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We try to solve very complicated problems without letting people know how complicated the problem was.
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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There are 9 rejected ideas for every idea that works.
Jonathan Ive
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There's no learning without trying lots of ideas and failing lots of times.
Jonathan Ive
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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.
Jonathan Ive