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" 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. "
Jonathan Ive
Not Good Enough
Good
Doing
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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. "
Jonathan Ive
Turn
Never
Understanding
" 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. "
Jonathan Ive
Remember
Business
Apple
" If you are truly innovating, you don't have a prototype you can refer to. "
Jonathan Ive
You
Prototype
Refer
" I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making. "
Jonathan Ive
Wonderful
Tradition
I Am
" Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products. "
Jonathan Ive
Good
Bring
Goal
" I feel that it's lovely when, as a user, you're not aware of the complexity. "
Jonathan Ive
I Feel
You
Feel
" 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. "
Jonathan Ive
Products
Strange
Design
" Once, even the simple metal needle challenged the conventional thinking of a time. "
Jonathan Ive
Time
Thinking
Simple
" 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. "
Jonathan Ive
Finding
You
Love
" I think subconsciously people are remarkably discerning. I think that they can sense care. "
Jonathan Ive
I Think
Care
Think
" One person's car is another person's scenery. "
Jonathan Ive
Another
Car
Person
" 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
" There are 9 rejected ideas for every idea that works. "
Jonathan Ive
Every
Ideas
Rejected
" 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
" Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning. "
Jonathan Ive
New Car
Car
Door
" Designing and developing anything of consequence is incredibly challenging. "
Jonathan Ive
Anything
Challenging
Incredibly
" 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
" 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
" The computer industry is creatively bankrupt. "
Jonathan Ive
Creatively
Computer
Bankrupt
" All I've ever wanted to do is design and make; it's what I love doing. "
Jonathan Ive
Love
Wanted
Design
" When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product. "
Jonathan Ive
You
Problems
Trying
" 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. "
Jonathan Ive
Pink
Easy
Better
" 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?' "
Jonathan Ive
Talking
Focus
Monday
" I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left. "
Jonathan Ive
Nobody
Work
Design
" 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. "
Jonathan Ive
Path
Think
Try
" You cannot disconnect the form from the material - the material informs the form. "
Jonathan Ive
Cannot
Material
Form
" Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making. "
Jonathan Ive
Drawing
Up
Growing Up
" 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. "
Jonathan Ive
Goal
You
Trust
" When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture. "
Jonathan Ive
Deep
Successful
Made
" If you expect me to buy something where all I can sense is carelessness, actually I think that is personally offensive. "
Jonathan Ive
I Can
Expect
You