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" 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. "

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" It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption. "

Jonathan Ive

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Care

Easy

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

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

" What I think is remarkable is the force of habit and the fact that while we can have a practice for doing something that has been repetitive and established over many, many years, it doesn't actually mean there's any virtue to doing it that way at all. "

" So much of my background is about making: physically doing it myself. "

" The benefit of hindsight is we only really talk about those things that did work out. "

" Manufactured objects testify to who made them; they describe values. "

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

" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "

" Our goal is simple objects, objects that you can't imagine any other way. "

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

" Often when I talk about what I do, making isn't just this inevitable function tacked on at the end. "

" There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence. "

" The emphasis and value on ideas and original thinking is an innate part of British culture, and in many ways, that describes the traditions of design. "

" The nature of having ideas and creativity is incredibly inspiring. "

" I think a beautiful product that doesn't work very well is ugly. "

" What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable. "

" It is sad that so many designers don't know how to make. CAD software can make a bad design look palatable! It is sad that four years can be spent on a 3D design course without making anything! People who are great at designing and making have a great advantage. "

" With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think - very importantly - its potential. "

" 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. "

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

" You cannot disconnect the form from the material - the material informs the form. "

" We all use something - you can't drill holes with your fingers. Whether it's a knife, a needle, or a machine, we all need the help of a device. "

" 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. "

" One person's car is another person's scenery. "

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

" There was a 'Wired' cover that had a big Apple logo with a crown of barbed wire as thorns, and underneath it just said, 'Pray.' I remember this because of how upsetting it was. Basically saying either it's going to just go out of business or be bought. "

" There are some shocking cars on the road. "

" You learn a lot about vital corporations through non-vital corporations. "

" I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal. "