Quote

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.

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
Problem
Problems
Focused
Littles
Steps
Solve
Little
Lose
Sight
Solving
Trying
Numbers
Products
Removed
Loses
Number
Abstract
Easy
Completely
Appear
Become
Type
Main
Seems
Seem
Product

More quotes by 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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Really great design is hard. Good is the enemy of great.
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If something is not good enough, stop doing it.
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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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What we make testifies who we are. People can sense care and can sense carelessness.
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What we don't include is as important as what we do include.
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To do something innovative means that you reject reason.
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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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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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The most important thing is that you actually care, that you do something to the very best of your ability
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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 very easy to make something that is new. So we are trying to make things that are better.
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We're very genuinely designing the best products that we can for people.
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Its difficult to do something radically new, unless you are at the heart of a company.
Jonathan Ive
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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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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.
Jonathan Ive
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We don't do focus groups - that is the job of the designer.
Jonathan Ive
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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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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.
Jonathan Ive