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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
Looks
Real
Really
Minimal
Applied
Simplicity
Style
Simple

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Its difficult to do something radically new, unless you are at the heart of a company.
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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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That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
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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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Really great design is hard. Good is the enemy of great.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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If you are truly innovating, you don't have a prototype you can refer to.
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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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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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There's no learning without trying lots of ideas and failing lots of times.
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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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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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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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Apple's Jony Ive describes his fanatical approach to design in new interview
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To do something innovative means that you reject reason.
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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 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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