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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

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There's no learning without trying lots of ideas and failing lots of times.
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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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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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Its difficult to do something radically new, unless you are at the heart of a company.
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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.
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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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There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
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There are 9 rejected ideas for every idea that works.
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There are a thousand no's for every yes.
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I discovered at an early age that all I've ever wanted to do is design.
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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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The nature of having ideas and creativity is incredibly inspiring.
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The word design is everything and nothing. The design and the product itself are inseparable.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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Really great design is hard. Good is the enemy of great.
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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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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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