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

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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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's no learning without trying lots of ideas and failing lots of times.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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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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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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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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We don't do focus groups - that is the job of the designer.
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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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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.
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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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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 nature of having ideas and creativity is incredibly inspiring.
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