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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
Easy
Better
Hard
Different
Something
Thats
Genuinely
Relatively
Design

More quotes by Jonathan Ive

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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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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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It's very easy to make something that is new. So we are trying to make things that are better.
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If you are truly innovating, you don't have a prototype you can refer to.
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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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A small change at the beginning of the design process defines an entirely different product at the end.
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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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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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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
Jonathan Ive
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There are a thousand no's for every yes.
Jonathan Ive
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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.
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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There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
Jonathan Ive
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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.
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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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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To do something innovative means that you reject reason.
Jonathan Ive