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" 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. "

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" 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. "

Jonathan Ive

You

Your

Machine

" 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. "

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

Jonathan Ive

Think

Perhaps

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

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

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

" 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. "

" There are some shocking cars on the road. "

" Successful collaboration, in your mind, could be that your opinion is the most valuable and becomes the prevailing sort of direction. That's not collaborating. "

" Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard! "

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

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

" 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

" The best ideas start as conversations. "

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

" To design something really new and innovative you have to reject reason. "

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

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

" 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. "

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

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

Jonathan Ive

Production

Bring

" 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. "

" 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. "

" 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. "

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

" The computer industry is creatively bankrupt. "

" 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. "

" 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. "

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