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" 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. "

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" 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. "

Jonathan Ive

Think

Good

Wonderful

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

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

" I think subconsciously people are remarkably discerning. I think that they can sense care. "

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

" We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda. "

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

" I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal. "

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

" 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. "

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

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

" 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

" I feel that it's lovely when, as a user, you're not aware of the complexity. "

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

" 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. "

" 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. "

" 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. "

" 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. "

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

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

" The best ideas start as conversations. "

" 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. "

" The computer industry is creatively bankrupt. "

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

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

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

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

" 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. "