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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
Goal
Money
Apple
Make
Apples
Good
Develop
Market
Products
Design
Bring

More quotes by Jonathan Ive

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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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The nature of having ideas and creativity is incredibly inspiring.
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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.
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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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What we don't include is as important as what we do include.
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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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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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When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
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There are a thousand no's for every yes.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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If something is not good enough, stop doing it.
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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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We're very genuinely designing the best products that we can for people.
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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
Jonathan Ive