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Apple stood for something and had a reason for being that wasn't just about making money.

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
Making
Money
Reason
Something
Apple
Apples
Stood
Wasn

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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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.
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Really great design is hard. Good is the enemy of great.
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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 most important thing is that you actually care, that you do something to the very best of your ability
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We're very genuinely designing the best products that we can for people.
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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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There are 9 rejected ideas for every idea that works.
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If something is not good enough, stop doing it.
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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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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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It's very easy to make something that is new. So we are trying to make things that are 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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There's no learning without trying lots of ideas and failing lots of times.
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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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As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
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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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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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