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" When you do everything to make the very best product, it also means you're very focused on just a few products. "
Jonathan Ive
Focused
Best
You
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" If something is not good enough, stop doing it. "
Jonathan Ive
Enough
Good
Not Good Enough
" 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. "
Jonathan Ive
Work
You
Think
" 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. "
Jonathan Ive
Bear
Write
Quiet
" All I've ever wanted to do is design and make; it's what I love doing. "
Jonathan Ive
Love
Wanted
Design
" Often when I talk about what I do, making isn't just this inevitable function tacked on at the end. "
Jonathan Ive
Inevitable
Function
End
" 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. "
Jonathan Ive
Care
Respect
People
" If doing anything new, you're very used to having insurmountable obstacles. "
Jonathan Ive
Doing
Obstacles
New
" People's interest is in the product, not in its authorship. "
Jonathan Ive
Product
People
Interest
" 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
" 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
" If you are truly innovating, you don't have a prototype you can refer to. "
Jonathan Ive
You
Prototype
Refer
" 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. "
Jonathan Ive
Always
Start
Thought
" You learn a lot about vital corporations through non-vital corporations. "
Jonathan Ive
You
Lot
Corporations
" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "
Jonathan Ive
Design
Product
Focus
" Designing and developing anything of consequence is incredibly challenging. "
Jonathan Ive
Anything
Challenging
Incredibly
" 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. "
Jonathan Ive
Easy
Process
Think
" Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making. "
Jonathan Ive
School
Tradition
High
" 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
" 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. "
Jonathan Ive
Try
Inevitable
You
" 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
" There are some shocking cars on the road. "
Jonathan Ive
Some
Road
Shocking
" 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. "
Jonathan Ive
Cave
Marketing
Looks
" It's difficult to do something radically new, unless you are at the heart of a company. "
Jonathan Ive
Difficult
Heart
You
" The form of computers has never been important, with speed and performance being the only things that mattered. "
Jonathan Ive
Speed
Computers
Performance
" 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
" Good is the enemy of great. "
Jonathan Ive
Enemy
Great
Good
" I think it's important that we learn how to draw and to make something and to do it directly. To understand the properties you're working with by manipulating them and transforming them yourself. "
Jonathan Ive
Think
Yourself
Important
" Manufactured objects testify to who made them; they describe values. "
Jonathan Ive
Made
Who
Values
" I left London in 1992, but I'm there 3-4 times a year, and love visiting. "
Jonathan Ive
Left
Love
Visiting
" The nature of having ideas and creativity is incredibly inspiring. "
Jonathan Ive
Having
Creativity
Nature