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To do something innovative means that you reject reason.

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
Something
Innovative
Reject
Rejects
Means
Reason
Mean

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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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Really great design is hard. Good is the enemy of great.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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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.
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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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The goal of Apple is not to make money but to make really nice products, really great products.
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There's no learning without trying lots of ideas and failing lots of times.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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It's very easy to make something that is new. So we are trying to make things that are better.
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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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There are a thousand no's for every yes.
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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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We don't do focus groups - that is the job of the designer.
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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 discovered at an early age that all I've ever wanted to do is design.
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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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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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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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