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Different and new is relatively easy. Doing something thats genuinely better is very hard.

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
Different
Something
Thats
Genuinely
Relatively
Design
Easy
Better
Hard

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The word design is everything and nothing. The design and the product itself are inseparable.
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I discovered at an early age that all I've ever wanted to do is design.
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There are 9 rejected ideas for every idea that works.
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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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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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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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What we make testifies who we are. People can sense care and can sense carelessness.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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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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Really great design is hard. Good is the enemy of great.
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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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What we don't include is as important as what we do include.
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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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Apple stood for something and had a reason for being that wasn't just about making money.
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If something is not good enough, stop doing it.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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