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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

More quotes by Jonathan Ive

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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.
Jonathan Ive
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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.
Jonathan Ive
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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.
Jonathan Ive
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The nature of having ideas and creativity is incredibly inspiring.
Jonathan Ive
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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?
Jonathan Ive
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The goal of Apple is not to make money but to make really nice products, really great products.
Jonathan Ive
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The word design is everything and nothing. The design and the product itself are inseparable.
Jonathan Ive
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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.
Jonathan Ive
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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.
Jonathan Ive
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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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A small change at the beginning of the design process defines an entirely different product at the end.
Jonathan Ive
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Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.
Jonathan Ive
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We don't do focus groups - that is the job of the designer.
Jonathan Ive
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There are a thousand no's for every yes.
Jonathan Ive
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There are 9 rejected ideas for every idea that works.
Jonathan Ive
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So much of what we try to do is get to a point where the solution seems inevitable: you know, you think of course it's that way, why would it be any other way? It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
Jonathan Ive
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
Jonathan Ive
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There's no learning without trying lots of ideas and failing lots of times.
Jonathan Ive
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With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.
Jonathan Ive
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If something is not good enough, stop doing it.
Jonathan Ive