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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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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
Ability
Actually
Care
Best
Important
Thing

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I discovered at an early age that all I've ever wanted to do is design.
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There's no other product that changes function like the computer.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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Really great design is hard. Good is the enemy of great.
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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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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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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.
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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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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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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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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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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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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. 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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We're very genuinely designing the best products that we can for people.
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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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We don't do focus groups - that is the job of the designer.
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