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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
Seems
Solution
Hard
Inevitable
Solutions
Obvious
Completely
Seem
Natural
Making

More quotes by Jonathan Ive

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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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Apple's Jony Ive describes his fanatical approach to design in new interview
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I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.
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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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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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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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To do something innovative means that you reject reason.
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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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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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So much of what we try to do is get to a point where the solution seems inevitable: you know, you think of course it's that way, why would it be any other way? It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
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There's no other product that changes function like the computer.
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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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Designing and developing anything of consequence is incredibly challenging.
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The word design is everything and nothing. The design and the product itself are inseparable.
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If you are truly innovating, you don't have a prototype you can refer to.
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There's no learning without trying lots of ideas and failing lots of times.
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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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