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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

More quotes by Jonathan Ive

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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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Apple stood for something and had a reason for being that wasn't just about making money.
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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.
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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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We try to solve very complicated problems without letting people know how complicated the problem was.
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There's no other product that changes function like the computer.
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Designing and developing anything of consequence is incredibly challenging.
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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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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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So much of what we try to do is get to a point where the solution seems inevitable: you know, you think of course it's that way, why would it be any other way? It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
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 nature of having ideas and creativity is incredibly inspiring.
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If something is not good enough, stop doing it.
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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Really great design is hard. Good is the enemy of great.
Jonathan Ive
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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.
Jonathan Ive
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It's very easy to make something that is new. So we are trying to make things that are better.
Jonathan Ive
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Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.
Jonathan Ive
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
Jonathan Ive