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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
Seem
Natural
Making
Seems
Solution
Hard
Inevitable
Solutions
Obvious
Completely

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If you are truly innovating, you don't have a prototype you can refer to.
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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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A small change at the beginning of the design process defines an entirely different product at the end.
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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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We're very genuinely designing the best products that we can for people.
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What we make testifies who we are. People can sense care and can sense carelessness.
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Really great design is hard. Good is the enemy of great.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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The goal of Apple is not to make money but to make really nice products, really great products.
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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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There's no learning without trying lots of ideas and failing lots of times.
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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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What we don't include is as important as what we do include.
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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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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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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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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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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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