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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
Design
Innovating
Prototype
Refer
Truly

More quotes by Jonathan Ive

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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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What we don't include is as important as what we do include.
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Its difficult to do something radically new, unless you are at the heart of a company.
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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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 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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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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We don't do focus groups - that is the job of the designer.
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There are 9 rejected ideas for every idea that works.
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There's no learning without trying lots of ideas and failing lots of times.
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The nature of having ideas and creativity is incredibly inspiring.
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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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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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The word design is everything and nothing. The design and the product itself are inseparable.
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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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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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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