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" Unless we understand a certain material - metal or resin and plastic - understanding the processes that turn it from ore, for example - we can never develop and define form that's appropriate. "

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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. "

Jonathan Ive

Money

Truth

Try

" 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. "

" 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. "

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

" With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think - very importantly - its potential. "

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

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

" I think a beautiful product that doesn't work very well is ugly. "

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

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

" There are some shocking cars on the road. "

" 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. "

" When you do everything to make the very best product, it also means you're very focused on just a few products. "

" The form of computers has never been important, with speed and performance being the only things that mattered. "

" 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. "

" One of the things that is particularly precious about working at Apple is that many of us on the design team have worked together for 15-plus years, and there's a wonderful thing about learning as a group. A fundamental part of that is making mistakes together. "

" 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. "

" 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. "

" So much of my background is about making: physically doing it myself. "

" Once, even the simple metal needle challenged the conventional thinking of a time. "

" Good is the enemy of great. "

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

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

" It's easy to think that craft can't change but important to remember that all craft process was at some point new, at some point challenged convention - not to be contrary, but enabled by some breakthrough, some newly discovered principle, or sometimes some wonderful accident. "

" It never ceases to amaze me what it takes to develop and bring to mass production a product. "

Jonathan Ive

Production

Bring

" 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. "

" 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

" 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. "

" All I've ever wanted to do is design and make; it's what I love doing. "

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