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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
Something
Apple
Apples
Stood
Wasn
Making
Money
Reason

More quotes by Jonathan Ive

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Its difficult to do something radically new, unless you are at the heart of a company.
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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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With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.
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We're very genuinely designing the best products that we can for people.
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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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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If you are truly innovating, you don't have a prototype you can refer to.
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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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It's very easy to make something that is new. So we are trying to make things that are better.
Jonathan Ive
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Titles or organizational structures, that’s not the lens through which we see our peers.
Jonathan Ive
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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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One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.
Jonathan Ive
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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
Jonathan Ive
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Designing and developing anything of consequence is incredibly challenging.
Jonathan Ive
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We don't do focus groups - that is the job of the designer.
Jonathan Ive
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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.
Jonathan Ive
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We try to solve very complicated problems without letting people know how complicated the problem was.
Jonathan Ive
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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.
Jonathan Ive
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A small change at the beginning of the design process defines an entirely different product at the end.
Jonathan Ive