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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

You

Care

Easy

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

" The form of computers has never been important, with speed and performance being the only things that mattered. "

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

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

" There's no learning without trying lots of ideas and failing lots of times. "

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

" 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. "

" We knew that iMac was fast; we didn't need to make it ugly. "

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

" Perhaps I'd like to design cars, but I don't think I'd be much good at it. "

Jonathan Ive

Think

Perhaps

" 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. "

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

" Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products. "

" 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. "

" When you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied. I have to be honest: the first thing I can think, all those weekends that I could have at home with my family but didn't. I think it's theft, and it's lazy. "

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

" 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. "

" 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. "

" True simplicity is, well, you just keep on going and going until you get to the point where you go, 'Yeah, well, of course.' Where there's no rational alternative. "

" I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what's next. "

" When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely. "

" 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. "

" 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

" 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. "

" The computer industry is creatively bankrupt. "

" 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. "

Jonathan Ive

Growing Up

I Am

" 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. "

" Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?! "

Jonathan Ive

Why

Food

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