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What we don't include is as important as what we do include.

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
Include
Design
Important

More quotes by Jonathan Ive

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If something is not good enough, stop doing it.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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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I discovered at an early age that all I've ever wanted to do is design.
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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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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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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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It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.
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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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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Really great design is hard. Good is the enemy of great.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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The nature of having ideas and creativity is incredibly inspiring.
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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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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 try to solve very complicated problems without letting people know how complicated the problem was.
Jonathan Ive
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We're very genuinely designing the best products that we can for people.
Jonathan Ive
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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.
Jonathan Ive