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" 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. "

Jonathan Ive

Collaboration

Direction

Opinion

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Jonathan Ive

Production

Bring

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

" It's great if you can find what you love to do. Finding it is one thing, but then to be able to practise that and be preoccupied with that is another. "

" 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. "

" 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. "

" 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. "

" There's no other product that changes function like the computer. "

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

" As a kid, I remember taking apart whatever I could get my hands on. "

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

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

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

" 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. "

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

" 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. "

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