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
Natural
Making
Seems
Solution
Hard
Inevitable
Solutions
Obvious
Completely
Seem

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We're very genuinely designing the best products that we can for people.
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If something is not good enough, stop doing it.
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The nature of having ideas and creativity is incredibly inspiring.
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I discovered at an early age that all I've ever wanted to do is design.
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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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There's no other product that changes function like the computer.
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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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One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.
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Its difficult to do something radically new, unless you are at the heart of a company.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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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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Apple stood for something and had a reason for being that wasn't just about making money.
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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 goal isn't to make money. Our goal is to design and develop and bring to market good products.
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To do something innovative means that you reject reason.
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Really great design is hard. Good is the enemy of great.
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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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