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" 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

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" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "

" When you do everything to make the very best product, it also means you're very focused on just a few products. "

" I think a beautiful product that doesn't work very well is ugly. "

" It's difficult to do something radically new, unless you are at the heart of a company. "

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

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

" 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. "

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

Jonathan Ive

Think

Perhaps

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

Jonathan Ive

Production

Bring

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

" My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself. "

" 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

" One thing most people don't know is that Steve Jobs is an exceptional designer. "

" Manufactured objects testify to who made them; they describe values. "

" 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. "

" Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making. "

" 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. "

" There are 9 rejected ideas for every idea that works. "

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

" 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. "

" 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?' "

" 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

" 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. "

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

" If something is not good enough, stop doing it. "

" 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

Growing Up

" The nature of having ideas and creativity is incredibly inspiring. "

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

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