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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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Apple stood for something and had a reason for being that wasn't just about making money.
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The nature of having ideas and creativity is incredibly inspiring.
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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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Really great design is hard. Good is the enemy of great.
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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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We're very genuinely designing the best products that we can for people.
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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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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 left London in 1992, but I'm there 3-4 times a year, and love visiting.
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I discovered at an early age that all I've ever wanted to do is design.
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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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To do something innovative means that you reject reason.
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If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.
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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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Apple's Jony Ive describes his fanatical approach to design in new interview
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There's no learning without trying lots of ideas and failing lots of times.
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What we make testifies who we are. People can sense care and can sense carelessness.
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Designing and developing anything of consequence is incredibly challenging.
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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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