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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
Design
Easy
Better
Hard
Different
Something
Thats
Genuinely
Relatively

More quotes by Jonathan Ive

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To do something innovative means that you reject reason.
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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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There are a thousand no's for every yes.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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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?
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There's no learning without trying lots of ideas and failing lots of times.
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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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Really great design is hard. Good is the enemy of great.
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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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We don't do focus groups - that is the job of the designer.
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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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The goal of Apple is not to make money but to make really nice products, really great products.
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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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If something is not good enough, stop doing it.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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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 quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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Designing and developing anything of consequence is incredibly challenging.
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