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We try to solve very complicated problems without letting people know how complicated the problem was.

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
Complicated
Solve
Problems
Problem
Without
Trying
People
Letting

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We don't do focus groups - that is the job of the designer.
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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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Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.
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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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The goal of Apple is not to make money but to make really nice products, really great products.
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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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There's no learning without trying lots of ideas and failing lots of times.
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The nature of having ideas and creativity is incredibly inspiring.
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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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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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To do something innovative means that you reject reason.
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If you are truly innovating, you don't have a prototype you can refer to.
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When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
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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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What we don't include is as important as what we do include.
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There's no other product that changes function like the computer.
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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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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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Really great design is hard. Good is the enemy of great.
Jonathan Ive