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If something is not good enough, stop doing it.

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
Good
Design
Stop
Enough

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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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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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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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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.
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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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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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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.
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There's no learning without trying lots of ideas and failing lots of times.
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As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
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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.
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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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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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If you are truly innovating, you don't have a prototype you can refer to.
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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 word design is everything and nothing. The design and the product itself are inseparable.
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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.
Jonathan Ive