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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
Completely
Seem
Natural
Making
Seems
Solution
Hard
Inevitable
Solutions
Obvious

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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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Its difficult to do something radically new, unless you are at the heart of a company.
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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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Apple stood for something and had a reason for being that wasn't just about making money.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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There are 9 rejected ideas for every idea that works.
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What we don't include is as important as what we do include.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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If you are truly innovating, you don't have a prototype you can refer to.
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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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As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
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What we make testifies who we are. People can sense care and can sense carelessness.
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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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The nature of having ideas and creativity is incredibly inspiring.
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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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There's no learning without trying lots of ideas and failing lots of times.
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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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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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