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Really great design is hard. Good is the enemy of great.

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
Design
Enemy
Hard
Great
Really
Good

More quotes by Jonathan Ive

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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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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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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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It's very easy to make something that is new. So we are trying to make things that are better.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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Apple stood for something and had a reason for being that wasn't just about making money.
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There's no other product that changes function like the computer.
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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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I discovered at an early age that all I've ever wanted to do is design.
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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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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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.
Jonathan Ive