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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

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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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We don't do focus groups - that is the job of the designer.
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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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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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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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One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.
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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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Apple's Jony Ive describes his fanatical approach to design in new interview
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Designing and developing anything of consequence is incredibly challenging.
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Apple stood for something and had a reason for being that wasn't just about making money.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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We're very genuinely designing the best products that we can for people.
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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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I discovered at an early age that all I've ever wanted to do is design.
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