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" What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive. "

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" When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone. "

Jonathan Ive

Phone

Motivation

Work

" Make each product the best it can be. Focus on form and materials. What we don't include is as important as what we do include. "

" I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making. "

" The best ideas start as conversations. "

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

" 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. "

" 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. "

" Eight years of work can be copied in six months. It wasn't inevitable that it was going to work. A stolen design is stolen time. "

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

" 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. "

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

" One person's car is another person's scenery. "

" 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. "

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

" 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. "

" 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. "

" I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left. "

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

" 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?' "

" 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

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

Jonathan Ive

Think

Perhaps

" If doing anything new, you're very used to having insurmountable obstacles. "

" 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. "

" 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. "

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

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

" Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard. "

" You learn a lot about vital corporations through non-vital corporations. "

" 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 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. "