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
Completely
Seem
Natural
Making
Seems
Solution
Hard
Inevitable
Solutions
Obvious

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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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A small change at the beginning of the design process defines an entirely different product at the end.
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What we don't include is as important as what we do include.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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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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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The nature of having ideas and creativity is incredibly inspiring.
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There are 9 rejected ideas for every idea that works.
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We don't do focus groups - that is the job of the designer.
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There are a thousand no's for every yes.
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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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Really great design is hard. Good is the enemy of great.
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If something is not good enough, stop doing it.
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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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To do something innovative means that you reject reason.
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If you are truly innovating, you don't have a prototype you can refer to.
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It's very easy to make something that is new. So we are trying to make things that are better.
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