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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
Simplicity
Style
Simple
Looks
Real
Really
Minimal
Applied

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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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The goal of Apple is not to make money but to make really nice products, really great products.
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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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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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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 Jony Ive describes his fanatical approach to design in new interview
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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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There are 9 rejected ideas for every idea that works.
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If you are truly innovating, you don't have a prototype you can refer to.
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Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.
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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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The most important thing is that you actually care, that you do something to the very best of your ability
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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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Designing and developing anything of consequence is incredibly challenging.
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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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There's no other product that changes function like the computer.
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What we make testifies who we are. People can sense care and can sense carelessness.
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To do something innovative means that you reject reason.
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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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