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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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Apple stood for something and had a reason for being that wasn't just about making money.
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Really great design is hard. Good is the enemy of great.
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The word design is everything and nothing. The design and the product itself are inseparable.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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 most important thing is that you actually care, that you do something to the very best of your ability
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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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There's no learning without trying lots of ideas and failing lots of times.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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'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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The goal of Apple is not to make money but to make really nice products, really great products.
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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.
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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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Apple's Jony Ive describes his fanatical approach to design in new interview
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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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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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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We're very genuinely designing the best products that we can for people.
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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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