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If you are truly innovating, you don't have a prototype you can refer to.

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
Truly
Design
Innovating
Prototype
Refer

More quotes by Jonathan Ive

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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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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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Titles or organizational structures, that’s not the lens through which we see our peers.
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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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The nature of having ideas and creativity is incredibly inspiring.
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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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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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There's no other product that changes function like the computer.
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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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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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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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.
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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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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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There's no learning without trying lots of ideas and failing lots of times.
Jonathan Ive
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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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.
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We don't do focus groups - that is the job of the designer.
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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