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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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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
Radically
Unless
Company
Difficult
Heart

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We don't do focus groups - that is the job of the designer.
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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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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.
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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 nature of having ideas and creativity is incredibly inspiring.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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.
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If something is not good enough, stop doing it.
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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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There are a thousand no's for every yes.
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There are 9 rejected ideas for every idea that works.
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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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If you are truly innovating, you don't have a prototype you can refer to.
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Designing and developing anything of consequence is incredibly challenging.
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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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I discovered at an early age that all I've ever wanted to do is design.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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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To do something innovative means that you reject reason.
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