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" People's interest is in the product, not in its authorship. "

Related Quotes:

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

" There are 9 rejected ideas for every idea that works. "

" Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple. "

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

Not Good Enough

" 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 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. "

" 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. "

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

" I get an incredible thrill and satisfaction from seeing somebody with Apple's tell-tale white earbuds. But I'm constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better? "

" That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one. "

" 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. "

" 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. "

" We try to develop products that seem somehow inevitable, that leave you with the sense that that's the only possible solution that makes sense. "

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

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

" 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?! "

" 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. "

Not Good Enough

" 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. "

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

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

" We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to. "

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

" The best ideas start as conversations. "

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

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

" 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. "

" 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. "

" 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. "

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

" 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. "