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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
Hard
Inevitable
Solutions
Obvious
Completely
Seem
Natural
Making
Seems
Solution

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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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The nature of having ideas and creativity is incredibly inspiring.
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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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The most important thing is that you actually care, that you do something to the very best of your ability
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We try to solve very complicated problems without letting people know how complicated the problem was.
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That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
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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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There's no other product that changes function like the computer.
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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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What we make testifies who we are. People can sense care and can sense carelessness.
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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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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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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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We don't do focus groups - that is the job of the designer.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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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 I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
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