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" I think it's important that we learn how to draw and to make something and to do it directly. To understand the properties you're working with by manipulating them and transforming them yourself. "

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" 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. "

Jonathan Ive

Work

You

Think

" It never ceases to amaze me what it takes to develop and bring to mass production a product. "

Jonathan Ive

Production

Bring

" It's important to remember that Britain was the first country to industrialize, so I think there's a strong argument to say this is where my profession was founded. "

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

" 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. "

" 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. "

" Once, even the simple metal needle challenged the conventional thinking of a time. "

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

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

" 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. "

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

" When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture. "

" We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making. "

" It's easy to think that craft can't change but important to remember that all craft process was at some point new, at some point challenged convention - not to be contrary, but enabled by some breakthrough, some newly discovered principle, or sometimes some wonderful accident. "

" When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone. "

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

" There is beauty when something works and it works intuitively. "

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

" The thing with focus is that it's not this thing you aspire to, like, 'Oh, on Monday I'm going to be focused.' It's every single minute: 'Why are we talking about this when we're supposed to be talking about this?' "

" 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. "

" It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face. "

" The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod. "

Jonathan Ive

Off

iPhone

" Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence. "

" Good is the enemy of great. "

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

" I think subconsciously people are remarkably discerning. I think that they can sense care. "

" When something exceeds your ability to understand how it works, it sort of becomes magical. "

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

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

" There are some shocking cars on the road. "