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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
Quest
Fundamental
Fundamentals
Simplicity
Process
Part
Every
Pervade
Really
Quests

More quotes by Jonathan Ive

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If you are truly innovating, you don't have a prototype you can refer to.
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There are a thousand no's for every yes.
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There are 9 rejected ideas for every idea that works.
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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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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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Different and new is relatively easy. Doing something thats genuinely better is very 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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To do something innovative means that you reject reason.
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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.
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What we don't include is as important as what we do include.
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What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
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The word design is everything and nothing. The design and the product itself are inseparable.
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Really great design is hard. Good is the enemy of great.
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If something is not good enough, stop doing it.
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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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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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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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It's very easy to make something that is new. So we are trying to make things that are better.
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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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There's no learning without trying lots of ideas and failing lots of times.
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