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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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I discovered at an early age that all I've ever wanted to do is design.
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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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The most important thing is that you actually care, that you do something to the very best of your ability
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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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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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What we don't include is as important as what we do include.
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There are 9 rejected ideas for every idea that works.
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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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Designing and developing anything of consequence is incredibly challenging.
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Its difficult to do something radically new, unless you are at the heart of a company.
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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 goal of Apple is not to make money but to make really nice products, really great products.
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What we make testifies who we are. People can sense care and can sense carelessness.
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There's no other product that changes function like the computer.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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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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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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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It feels like each time we are beginning at the beginning, in a really exciting way.
Jonathan Ive