Jonathan Ive Sign Quotations

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

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

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.

If you are truly innovating, you don't have a prototype you can refer to.

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

Objects and their manufacture are inseparable, you understand a product if you understand how it's made.

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.

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

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

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

We shouldn't be afraid to fail- if we are not failing we are not pushing.

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

Really great design is hard. Good is the enemy of great,

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

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.

It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.

but one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

What we don't include is as important as what we do include.

What we make testifies who we are. People can sense care and can sense carelessness.

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

The computer industry is creatively bankrupt.

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

There are 9 rejected ideas for every idea that works.

The best ideas start as conversations.

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

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.

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

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

If something is not good enough, stop doing it.

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

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.

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

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

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

The nature of having ideas and creativity is incredibly inspiring.

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

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

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.

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.

Eight years of work can be copied in six months. It wasn't inevitable that it was going to work. A stolen design is stolen time.

The emphasis and value on ideas and original thinking is an innate part of British culture, and in many ways, that describes the traditions of design.

I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left.

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.