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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
Good
Design
Enemy
Hard
Great
Really

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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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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Apple stood for something and had a reason for being that wasn't just about making money.
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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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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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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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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 are a thousand no's for every yes.
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It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?
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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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I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.
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There's no learning without trying lots of ideas and failing lots of times.
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Designing and developing anything of consequence is incredibly challenging.
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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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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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The word design is everything and nothing. The design and the product itself are inseparable.
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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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