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All Quotes by author - Jonathan Ive

" All I've ever wanted to do is design and make; it's what I love doing. "

" Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products. "

" Apple's Industrial Design team is harder to get into than the Illuminati, and part of the reason is because no one leaves. In the last 15 years, not one of the 18 designers has ditched Apple for greener pastures. "

" As a kid, I remember taking apart whatever I could get my hands on. "

" A small change at the beginning of the design process defines an entirely different product at the end. "

" 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. "

" Deep in the culture of Apple is this sense and understanding of design, developing, and making. Form and the material and process - they are beautifully intertwined - completely connected. "

" Designing and developing anything of consequence is incredibly challenging. "

" Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard. "

" Eight years of work can be copied in six months. It wasn't inevitable that it was going to work. A stolen design is stolen time. "

" Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making. "

" Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning. "

" Good is the enemy of great. "

" Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making. "

" I always like when you start to use something with a little less reverence. You start to use it a little carelessly, and with a little less thought, because then, I think, you're using it very naturally. "

" I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making. "

" I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first. "

" I discovered at an early age that all I've ever wanted to do is design. "

" I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch. "

" If doing anything new, you're very used to having insurmountable obstacles. "

" I feel that it's lovely when, as a user, you're not aware of the complexity. "

" I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet. "

" If something is not good enough, stop doing it. "

Not Good Enough

" If you are truly innovating, you don't have a prototype you can refer to. "

" If you expect me to buy something where all I can sense is carelessness, actually I think that is personally offensive. "

" 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? "

" I left London in 1992, but I'm there 3-4 times a year, and love visiting. "

" I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left. "

" 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. "

" Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together. "

Working Together

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