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It feels like each time we are beginning at the beginning, in a really exciting way.

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
Really
Way
Time
Like
Exciting
Beginning
Feels

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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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There are a thousand no's for every yes.
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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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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 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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It's very easy to make something that is new. So we are trying to make things that are better.
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There's no learning without trying lots of ideas and failing lots of times.
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We don't do focus groups - that is the job of the designer.
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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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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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Apple's Jony Ive describes his fanatical approach to design in new interview
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I discovered at an early age that all I've ever wanted to do is design.
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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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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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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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If something is not good enough, stop doing it.
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There's no other product that changes function like the computer.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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