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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
Innovating
Prototype
Refer
Truly
Design

More quotes by Jonathan Ive

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If something is not good enough, stop doing it.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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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.
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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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The goal of Apple is not to make money but to make really nice products, really great products.
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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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We're very genuinely designing the best products that we can for people.
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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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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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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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The nature of having ideas and creativity is incredibly inspiring.
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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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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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To do something innovative means that you reject reason.
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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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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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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Its difficult to do something radically new, unless you are at the heart of a company.
Jonathan Ive