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The quest for simplicity has to pervade every part of the process. It really is fundamental.

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
Fundamentals
Simplicity
Process
Part
Every
Pervade
Really
Quests
Quest
Fundamental

More quotes by Jonathan Ive

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There are a thousand no's for every yes.
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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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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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If you are truly innovating, you don't have a prototype you can refer to.
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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 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.
Jonathan Ive
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There's no other product that changes function like the computer.
Jonathan Ive
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
Jonathan Ive
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If something is not good enough, stop doing it.
Jonathan Ive
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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.
Jonathan Ive
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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.
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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A small change at the beginning of the design process defines an entirely different product at the end.
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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True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
Jonathan Ive
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We're very genuinely designing the best products that we can for people.
Jonathan Ive
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There are 9 rejected ideas for every idea that works.
Jonathan Ive
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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.
Jonathan Ive