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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
Really
Make
Apple
Apples
Products
Nice
Goal
Money
Great

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There are 9 rejected ideas for every idea that works.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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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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The nature of having ideas and creativity is incredibly inspiring.
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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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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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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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The word design is everything and nothing. The design and the product itself are inseparable.
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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 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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There's no other product that changes function like the computer.
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We're very genuinely designing the best products that we can for people.
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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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Really great design is hard. Good is the enemy of great.
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If you are truly innovating, you don't have a prototype you can refer to.
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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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If something is not good enough, stop doing it.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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