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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
Solve
Problems
Problem
Without
Trying
People
Letting
Complicated

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Apple's Jony Ive describes his fanatical approach to design in new interview
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One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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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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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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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What we make testifies who we are. People can sense care and can sense carelessness.
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I discovered at an early age that all I've ever wanted to do is design.
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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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It feels like each time we are beginning at the beginning, in a really exciting way.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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I think there is a profound and enduring beauty in simplicity in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
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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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To do something innovative means that you reject reason.
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If something is not good enough, stop doing it.
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There are 9 rejected ideas for every idea that works.
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We don't do focus groups - that is the job of the designer.
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