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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
Obvious
Completely
Seem
Natural
Making
Seems
Solution
Hard
Inevitable
Solutions
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If you are truly innovating, you don't have a prototype you can refer to.
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I discovered at an early age that all I've ever wanted to do is design.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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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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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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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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It feels like each time we are beginning at the beginning, in a really exciting way.
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What we don't include is as important as what we do include.
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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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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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Its difficult to do something radically new, unless you are at the heart of a company.
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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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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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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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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