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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.

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
Care
Great
Discerning
Cynicism
Incredibly
Consumers
Greed
Design
Sense

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Apple's Jony Ive describes his fanatical approach to design in new interview
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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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It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?
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If you are truly innovating, you don't have a prototype you can refer to.
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Its difficult to do something radically new, unless you are at the heart of a company.
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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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To do something innovative means that you reject reason.
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There are 9 rejected ideas for every idea that works.
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We don't do focus groups - that is the job of the designer.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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What we don't include is as important as what we do include.
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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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The goal of Apple is not to make money but to make really nice products, really great products.
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There's no learning without trying lots of ideas and failing lots of times.
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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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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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If something is not good enough, stop doing it.
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