Simplification is one of the most difficult things to do.— Jonathan Ive
The most profound Jonathan Ive quotes that are guaranted to improve your brain
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.
It's very easy to be different, but very difficult to be better.
People's interest is in the product, not in its authorship.
Simplicity is not the absence of clutter.
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.
The design process is about designing and prototyping and making.
When you separate those, I think the final result suffers.
When our tools are broken, we feel broken.
And when somebody fixes one, we feel a tiny bit more whole.
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.
Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.
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.
That's an interesting thing about an object.
One object speaks volumes about the company that produced it and its values and priorities.
The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.
The memory of how we work will endure beyond the products of our work.
Very often design is the most immediate way of defining what products become in people's minds.
Design is a word that's come to mean so much that it's also a word that has come to mean nothing.
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.
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.
We don't do focus groups - that is the job of the designer.
There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.
We're very genuinely designing the best products that we can for people.
It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.
When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
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.
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.
A beautiful product that doesn't work very well is ugly.
There is beauty when something works and it works intuitively.
The most important thing is that you actually care, that you do something to the very best of your ability
We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.
Really great design is hard. Good is the enemy of great.
The goal of Apple is not to make money but to make really nice products, really great products.
Its difficult to do something radically new, unless you are at the heart of a company.
In our quest to quickly make three-dimensional objects, we can miss out on the experience of making something that helps give us our first understandings of form and material, of the way a material behaves--'I press too hard here, and it breaks here' and so on. Some of the digital rendering tools are impressive, but it's important that people still really try and figure out a way of gaining direct experience with the materials.
It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?
To do something innovative means that you reject reason.
Apple stood for something and had a reason for being that wasn't just about making money.
I mean, it’s impossible. But that’s exactly what we’ve tried to do
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.
I get an incredible thrill and satisfaction from seeing somebody with Apple’s tell-tale white earbuds. But I’m constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better?
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.
Different and new is relatively easy. Doing something thats genuinely better is very hard.
Apple's Jony Ive describes his "fanatical" approach to design in new interview
The word design is everything and nothing. The design and the product itself are inseparable.
When something exceeds your ability to understand how it works, it sort of becomes magical.
Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.
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.
Titles or organizational structures, that’s not the lens through which we see our peers.
We try to solve very complicated problems without letting people know how complicated the problem was.