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The goal of Apple is not to make money but to make really nice products, really great 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
Products
Nice
Goal
Money
Great
Really
Make
Apple
Apples

More quotes by Jonathan Ive

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If you are truly innovating, you don't have a prototype you can refer to.
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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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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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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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There are 9 rejected ideas for every idea that works.
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If something is not good enough, stop doing it.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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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 there is a profound and enduring beauty in simplicity in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
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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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I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.
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I discovered at an early age that all I've ever wanted to do is design.
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There's no learning without trying lots of ideas and failing lots of times.
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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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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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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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We don't do focus groups - that is the job of the designer.
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The nature of having ideas and creativity is incredibly inspiring.
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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.
Jonathan Ive