Jonathan Ive Quotes
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Simplification is one of the most difficult things to do.
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The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.
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Simplicity is not the absence of clutter.
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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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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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As a kid, I remember taking apart whatever I could get my hands on.
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It's actually a rare and precious thing to discover what it is you love to do, and I encourage you to remain unapologetically consumed by it. Be faithful to your gift and very confident in its value.
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Really great design is hard. Good is the enemy of great.
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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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A lot of what we are doing is getting design out of the way.
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We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.
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That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.
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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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To design something really new and innovative you have to reject reason.
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We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.
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We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.
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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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One thing most people don't know is that Steve Jobs is an exceptional designer.
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The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.
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A beautiful product that doesn't work very well is ugly.
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When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.
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I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.
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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 learning without trying lots of ideas and failing lots of times.
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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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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.
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We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.
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At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.
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