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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
Design
Focus
Jobs
Designer
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The nature of having ideas and creativity is incredibly inspiring.
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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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It's very easy to make something that is new. So we are trying to make things that are better.
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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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There's no other product that changes function like the computer.
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If you are truly innovating, you don't have a prototype you can refer to.
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There are 9 rejected ideas for every idea that works.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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Apple stood for something and had a reason for being that wasn't just about making money.
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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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It feels like each time we are beginning at the beginning, in a really exciting way.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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Really great design is hard. Good is the enemy of great.
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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.
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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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I think there is a profound and enduring beauty in simplicity in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
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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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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.
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