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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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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.
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If something is not good enough, stop doing it.
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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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The goal of Apple is not to make money but to make really nice products, really great products.
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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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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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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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What we don't include is as important as what we do include.
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We're very genuinely designing the best products that we can for people.
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There are a thousand no's for every yes.
Jonathan Ive
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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.
Jonathan Ive
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There's no learning without trying lots of ideas and failing lots of times.
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To do something innovative means that you reject reason.
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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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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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A small change at the beginning of the design process defines an entirely different product at the end.
Jonathan Ive
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We don't do focus groups - that is the job of the designer.
Jonathan Ive
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As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
Jonathan Ive