Simplicity is somehow essentially describing the purpose and place of an object and product. Jonathan Ive More Quotes by Jonathan Ive More Quotes From Jonathan Ive 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 philosophical trying thinking As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed. Jonathan Ive greed design care Really great design is hard. Good is the enemy of great. Jonathan Ive really-great design enemy 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 simplicity real simple To design something really new and innovative you have to reject reason. Jonathan Ive innovative design reason The quest for simplicity has to pervade every part of the process. It really is fundamental. Jonathan Ive quests simplicity fundamentals We don't do focus groups - that is the job of the designer. Jonathan Ive design focus jobs There are a thousand no's for every yes. Jonathan Ive thousand Goal we've always had for design at Apple is to create solutions that are inevitable. Jonathan Ive apples design goal 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. Jonathan Ive philosophical opportunity jobs 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. Jonathan Ive axes design challenges 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. Jonathan Ive not-good-enough pushing stuff Different and new is relatively easy. Doing something thats genuinely better is very hard. Jonathan Ive design different easy The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form. Jonathan Ive design form acknowledge We say no to a lot of things so we can invest an incredible amount of care on what we do. Jonathan Ive incredibles design care 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. Jonathan Ive beautiful integrity thinking A small change at the beginning of the design process defines an entirely different product at the end. Jonathan Ive design-process small-changes different 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. Jonathan Ive simplicity caring views As a kid, I remember taking apart whatever I could get my hands on. Jonathan Ive remember kids hands 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. Jonathan Ive philosophical perception stuff
