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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
Make
Apple
Apples
Products
Nice
Goal
Money
Great
Really

More quotes by Jonathan Ive

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To do something innovative means that you reject reason.
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What we don't include is as important as what we do include.
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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.
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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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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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We don't do focus groups - that is the job of the designer.
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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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There are a thousand no's for every yes.
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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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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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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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A small change at the beginning of the design process defines an entirely different product at the end.
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There are 9 rejected ideas for every idea that works.
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I discovered at an early age that all I've ever wanted to do is design.
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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 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