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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
Money
Great
Really
Make
Apple
Apples
Products
Nice
Goal

More quotes by Jonathan Ive

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Its difficult to do something radically new, unless you are at the heart of a company.
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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 you are truly innovating, you don't have a prototype you can refer to.
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.
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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.
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There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
Jonathan Ive
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I discovered at an early age that all I've ever wanted to do is design.
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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 am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
Jonathan Ive
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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
Jonathan Ive
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There are a thousand no's for every yes.
Jonathan Ive
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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.
Jonathan Ive
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Apple stood for something and had a reason for being that wasn't just about making money.
Jonathan Ive
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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.
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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
Jonathan Ive
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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.
Jonathan Ive
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What we don't include is as important as what we do include.
Jonathan Ive
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There are 9 rejected ideas for every idea that works.
Jonathan Ive
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If something is not good enough, stop doing it.
Jonathan Ive