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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
Part
Every
Pervade
Really
Quests
Quest
Fundamental
Fundamentals
Simplicity
Process

More quotes by Jonathan Ive

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Apple's Jony Ive describes his fanatical approach to design in new interview
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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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There are a thousand no's for every yes.
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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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A small change at the beginning of the design process defines an entirely different product at the end.
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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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To do something innovative means that you reject reason.
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What we don't include is as important as what we do include.
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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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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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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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Really great design is hard. Good is the enemy of great.
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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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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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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.
Jonathan Ive
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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 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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
Jonathan Ive
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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.
Jonathan Ive