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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
Best
Important
Thing
Something
Ability
Actually
Care

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What we don't include is as important as what we do include.
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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’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.
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To do something innovative means that you reject reason.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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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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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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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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The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.
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Really great design is hard. Good is the enemy of great.
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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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We're very genuinely designing the best products that we can for people.
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There are a thousand no's for every yes.
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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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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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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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If something is not good enough, stop doing it.
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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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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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Titles or organizational structures, that’s not the lens through which we see our peers.
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