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" 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. "
Jonathan Ive
Point
True
You
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" 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. "
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" 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. "
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" Designing and developing anything of consequence is incredibly challenging. "
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" So much of my background is about making: physically doing it myself. "
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" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "
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" If doing anything new, you're very used to having insurmountable obstacles. "
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" A small change at the beginning of the design process defines an entirely different product at the end. "
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" 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. "
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" That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one. "
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" The thing with focus is that it's not this thing you aspire to, like, 'Oh, on Monday I'm going to be focused.' It's every single minute: 'Why are we talking about this when we're supposed to be talking about this?' "
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" 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. "
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" 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. "
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