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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
Nice
Goal
Money
Great
Really
Make
Apple
Apples
Products

More quotes by Jonathan Ive

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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.
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.
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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.
Jonathan Ive
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I discovered at an early age that all I've ever wanted to do is design.
Jonathan Ive
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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
Jonathan Ive
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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.
Jonathan Ive
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The word design is everything and nothing. The design and the product itself are inseparable.
Jonathan Ive
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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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We're very genuinely designing the best products that we can for people.
Jonathan Ive
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There's no other product that changes function like the computer.
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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There are 9 rejected ideas for every idea that works.
Jonathan Ive
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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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If something is not good enough, stop doing it.
Jonathan Ive
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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.
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.
Jonathan Ive
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A small change at the beginning of the design process defines an entirely different product at the end.
Jonathan Ive