Quote

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.

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
Something
Design
Really
Challenges
Good
Enemy
Many
Hard
Great
Axes
Trying
Competent
Much
Stretch

More quotes by Jonathan Ive

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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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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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Titles or organizational structures, that’s not the lens through which we see our peers.
Jonathan Ive
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Really great design is hard. Good is the enemy of great.
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We don't do focus groups - that is the job of the designer.
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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?
Jonathan Ive
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A small change at the beginning of the design process defines an entirely different product at the end.
Jonathan Ive
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With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.
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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
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What we make testifies who we are. People can sense care and can sense carelessness.
Jonathan Ive
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Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
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Its difficult to do something radically new, unless you are at the heart of a company.
Jonathan Ive
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There are 9 rejected ideas for every idea that works.
Jonathan Ive
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There's no learning without trying lots of ideas and failing lots of times.
Jonathan Ive
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Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.
Jonathan Ive
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To do something innovative means that you reject reason.
Jonathan Ive
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The goal of Apple is not to make money but to make really nice products, really great products.
Jonathan Ive
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Apple's Jony Ive describes his fanatical approach to design in new interview
Jonathan Ive
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It's very easy to make something that is new. So we are trying to make things that are better.
Jonathan Ive
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We try to solve very complicated problems without letting people know how complicated the problem was.
Jonathan Ive