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" The best ideas start as conversations. "
Jonathan Ive
Ideas
Best
Conversations
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" 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. "
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" I think subconsciously people are remarkably discerning. I think that they can sense care. "
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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. "
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" The form of computers has never been important, with speed and performance being the only things that mattered. "
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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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" Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making. "
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" The computer industry is creatively bankrupt. "
Jonathan Ive
Creatively
Computer
Bankrupt
" Once, even the simple metal needle challenged the conventional thinking of a time. "
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Time
Thinking
Simple
" 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
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" If something is not good enough, stop doing it. "
Jonathan Ive
Enough
Good
Not Good Enough
" 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. "
Jonathan Ive
Think
Yourself
Important
" When something exceeds your ability to understand how it works, it sort of becomes magical. "
Jonathan Ive
Your
Ability
Understand
" There is beauty when something works and it works intuitively. "
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Works
Beauty
Intuitively
" 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? "
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Thoughts
Good
Better
" You cannot disconnect the form from the material - the material informs the form. "
Jonathan Ive
Cannot
Material
Form
" 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. "
Jonathan Ive
Speech
Work
Care
" Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard. "
Jonathan Ive
Doing
Better
Easy
" That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one. "
Jonathan Ive
Studying
Design
You
" 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
Money
" 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
Us
Food
" 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. "
Jonathan Ive
Care
Respect
People
" 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
Up
" 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. "
Jonathan Ive
Gift
Good
You
" 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. "
Jonathan Ive
Working Together
Innovation
Game
" One thing most people don't know is that Steve Jobs is an exceptional designer. "
Jonathan Ive
One Thing
Jobs
People
" As a kid, I remember taking apart whatever I could get my hands on. "
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Hands
Whatever
Remember
" We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making. "
Jonathan Ive
Struggle
Apple
Design
" There's no learning without trying lots of ideas and failing lots of times. "
Jonathan Ive
Lots
Learning
Trying
" 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. "
Jonathan Ive
Product
Best
Focus
" I think a beautiful product that doesn't work very well is ugly. "
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Beautiful
Ugly
Work