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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
Prototype
Refer
Truly
Design
Innovating

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There's no other product that changes function like the computer.
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The nature of having ideas and creativity is incredibly inspiring.
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What we don't include is as important as what we do include.
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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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There are a thousand no's for every yes.
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What we make testifies who we are. People can sense care and can sense carelessness.
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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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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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We're very genuinely designing the best products that we can for people.
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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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I discovered at an early age that all I've ever wanted to do is design.
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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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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 word design is everything and nothing. The design and the product itself are inseparable.
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To do something innovative means that you reject reason.
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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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Apple's Jony Ive describes his fanatical approach to design in new interview
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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We don't do focus groups - that is the job of the designer.
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