And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.
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.
It feels like each time we are beginning at the beginning, in a really exciting way.
We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.
The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.
If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.
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’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.
We have always thought about design as being so much more than just the way something looks. It's the whole thing: the way something works on so many different levels. Ultimately, of course, design defines so much of our experience.
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.
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.
Titles or organizational structures, that’s not the lens through which we see our peers.
I get an incredible thrill and satisfaction from seeing somebody with Apple’s tell-tale white earbuds. But I’m constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better?
When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.
The absence of clutter is just a clutter-free product. That's not simple.
The memory of how we work will endure beyond the products of our work.
Apple's Jony Ive describes his "fanatical" approach to design in new interview
I left London in 1992, but I'm there 3-4 times a year, and love visiting.
The computer industry is creatively bankrupt.
I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.
I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
Perhaps I'd like to design cars, but I don't think I'd be much good at it.
Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
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