Jonathan Ive Quotes

Simplification is one of the most difficult things to do.

It's actually a rare and precious thing to discover what it is you love to do, and I encourage you to remain unapologetically consumed by it. Be faithful to your gift and very confident in its value.

It's very easy to be different, but very difficult to be better.

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

There is beauty when something works and it works intuitively.

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

Simplicity is somehow essentially describing the purpose and place of an object and product.

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

Apple stood for something and had a reason for being that wasn't just about making money.

When something exceeds your ability to understand how it works, it sort of becomes magical.

It's very easy to make something that is new. So we are trying to make things that are better.

The nature of having ideas and creativity is incredibly inspiring.

We're very genuinely designing the best products that we can for people.

Simplicity is not the absence of clutter.

If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

We try to solve very complicated problems without letting people know how complicated the problem was.

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.

The word design is everything and nothing. The design and the product itself are inseparable.

A lot of what we are doing is getting design out of the way.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.

Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.

Designing and developing anything of consequence is incredibly challenging.

The best ideas start as conversations.

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

There are a thousand no's for every yes.

If something is not good enough, stop doing it.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity - for giving a damn.

The memory of how we work will endure beyond the products of our work.

A small change at the beginning of the design process defines an entirely different product at the end.

To design something really new and innovative you have to reject reason.

Apple's Jony Ive describes his "fanatical" approach to design in new interview

Very often design is the most immediate way of defining what products become in people's minds.

The absence of clutter is just a clutter-free product. That's not simple.

We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.

Different and new is relatively easy. Doing something thats genuinely better is very hard.

Design is a word that's come to mean so much that it's also a word that has come to mean nothing.

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.

Its difficult to do something radically new, unless you are at the heart of a company.

A beautiful product that doesn't work very well is ugly.

We don't do focus groups - that is the job of the designer.

Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

Goal we've always had for design at Apple is to create solutions that are inevitable.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

There are 9 rejected ideas for every idea that works.