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" When you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied. I have to be honest: the first thing I can think, all those weekends that I could have at home with my family but didn't. I think it's theft, and it's lazy. "

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" 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

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Growing Up

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

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

" 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?! "

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" It's important to remember that Britain was the first country to industrialize, so I think there's a strong argument to say this is where my profession was founded. "

" The best ideas start as conversations. "

" Our goal is simple objects, objects that you can't imagine any other way. "

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

" Designing and developing anything of consequence is incredibly challenging. "

" I left London in 1992, but I'm there 3-4 times a year, and love visiting. "

" 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. "

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

" 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

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" There's no learning without trying lots of ideas and failing lots of times. "

" 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. "

" 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. "

" Often when I talk about what I do, making isn't just this inevitable function tacked on at the end. "

" It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption. "

" 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. "

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

" 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. "

" 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 discovered at an early age that all I've ever wanted to do is design. "

" There are some shocking cars on the road. "

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

" Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard! "

" 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. "

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

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

" People's interest is in the product, not in its authorship. "