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" 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

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" 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

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

Jonathan Ive

Production

Bring

" When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely. "

" 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. "

" Perhaps I'd like to design cars, but I don't think I'd be much good at it. "

Jonathan Ive

Think

Perhaps

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

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