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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

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There are 9 rejected ideas for every idea that works.
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I discovered at an early age that all I've ever wanted to do is design.
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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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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 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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I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.
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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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Its difficult to do something radically new, unless you are at the heart of a company.
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True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
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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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It feels like each time we are beginning at the beginning, in a really exciting way.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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We're very genuinely designing the best products that we can for people.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
Jonathan Ive
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To do something innovative means that you reject reason.
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Really great design is hard. Good is the enemy of great.
Jonathan Ive