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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 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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It's very easy to make something that is new. So we are trying to make things that are better.
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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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 discovered at an early age that all I've ever wanted to do is design.
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There's no learning without trying lots of ideas and failing lots of times.
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We don't do focus groups - that is the job of the designer.
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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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To do something innovative means that you reject reason.
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There are a thousand no's for every yes.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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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.
Jonathan Ive
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There are 9 rejected ideas for every idea that works.
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.
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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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Titles or organizational structures, that’s not the lens through which we see our peers.
Jonathan Ive
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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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I think there is a profound and enduring beauty in simplicity in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
Jonathan Ive
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I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.
Jonathan Ive