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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.

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
Minimal
Applied
Simplicity
Style
Simple
Looks
Real
Really

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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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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It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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A small change at the beginning of the design process defines an entirely different product at the end.
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There are a thousand no's for every yes.
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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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There's no other product that changes function like the computer.
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Designing and developing anything of consequence is incredibly challenging.
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To do something innovative means that you reject reason.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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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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I discovered at an early age that all I've ever wanted to do is design.
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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.
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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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It feels like each time we are beginning at the beginning, in a really exciting way.
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I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.
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