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" 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. "

Jonathan Ive

Good

Best

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

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

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

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

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

" 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. "

" There are some shocking cars on the road. "

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

Jonathan Ive

Think

Perhaps

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

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

Jonathan Ive

Production

Bring

" 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. "

" One of the things that is particularly precious about working at Apple is that many of us on the design team have worked together for 15-plus years, and there's a wonderful thing about learning as a group. A fundamental part of that is making mistakes together. "

" When you do everything to make the very best product, it also means you're very focused on just a few products. "

" Make each product the best it can be. Focus on form and materials. What we don't include is as important as what we do include. "

" What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive. "

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

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

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

" 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. "

" 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. "

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

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

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

" 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. "

" It's difficult to do something radically new, unless you are at the heart of a company. "

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

" 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

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

" 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. "