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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
Something
Thats
Genuinely
Relatively
Design
Easy
Better
Hard
Different

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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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There are 9 rejected ideas for every idea that works.
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I discovered at an early age that all I've ever wanted to do is design.
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To do something innovative means that you reject reason.
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True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
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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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The word design is everything and nothing. The design and the product itself are inseparable.
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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's very easy to make something that is new. So we are trying to make things that are better.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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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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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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Its difficult to do something radically new, unless you are at the heart of a company.
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I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.
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If something is not good enough, stop doing it.
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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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We don't do focus groups - that is the job of the designer.
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The nature of having ideas and creativity is incredibly inspiring.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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