Quote

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

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
Making
Seems
Solution
Hard
Inevitable
Solutions
Obvious
Completely
Seem
Natural

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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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If something is not good enough, stop doing it.
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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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Apple stood for something and had a 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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If you are truly innovating, you don't have a prototype you can refer to.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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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.
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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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I discovered at an early age that all I've ever wanted to do is design.
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The nature of having ideas and creativity is incredibly inspiring.
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To do something innovative means that you reject reason.
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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.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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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We don't do focus groups - that is the job of the designer.
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