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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

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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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If you are truly innovating, you don't have a prototype you can refer to.
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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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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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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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To do something innovative means that you reject reason.
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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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It feels like each time we are beginning at the beginning, in a really exciting way.
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We're very genuinely designing the best products that we can for people.
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The word design is everything and nothing. The design and the product itself are inseparable.
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There are a thousand no's for every yes.
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