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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.

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
Products
Design
Bring
Goal
Money
Apple
Make
Apples
Good
Develop
Market

More quotes by Jonathan Ive

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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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If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.
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If you are truly innovating, you don't have a prototype you can refer to.
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There are a thousand no's for every yes.
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We don't do focus groups - that is the job of the designer.
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Designing and developing anything of consequence is incredibly challenging.
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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 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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Really great design is hard. Good is the enemy of great.
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There are 9 rejected ideas for every idea that works.
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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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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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What we don't include is as important as what we do include.
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The nature of having ideas and creativity is incredibly inspiring.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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The goal of Apple is not to make money but to make really nice products, really great products.
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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
Jonathan Ive