Quote

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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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
Make
Goal
Superficially
Time
Rather
Innovate
Better
Genuinely
Enough
Investing
Many
Caring
Different
Resources
Trying
Products
Something
Taking

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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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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It's very easy to make something that is new. So we are trying to make things that are better.
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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 discovered at an early age that all I've ever wanted to do is design.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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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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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There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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A small change at the beginning of the design process defines an entirely different product at the end.
Jonathan Ive
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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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.
Jonathan Ive
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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.
Jonathan Ive
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There's no other product that changes function like the computer.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
Jonathan Ive