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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

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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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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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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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What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
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There's no other product that changes function like the computer.
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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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To do something innovative means that you reject reason.
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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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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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Apple stood for something and had a reason for being that wasn't just about making money.
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So much of what we try to do is get to a point where the solution seems inevitable: you know, you think of course it's that way, why would it be any other way? It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
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There are 9 rejected ideas for every idea that works.
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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 shouldn't be afraid to fail- if we are not failing we are not pushing.
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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 learning without trying lots of ideas and failing lots of times.
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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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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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We're very genuinely designing the best products that we can for people.
Jonathan Ive