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. – Jonathan Ive
We all use something – you can’t drill holes with your fingers. Whether it’s a knife, a needle, or a machine, we all need the help of a device. – Jonathan Ive
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. – Jonathan Ive
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. – Jonathan Ive
It’s difficult to do something radically new, unless you are at the heart of a company. – Jonathan Ive
When something’s made in the smallest volume – as a one-off couture piece – or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture. – Jonathan Ive
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. – Jonathan Ive
When something exceeds your ability to understand how it works, it sort of becomes magical. – Jonathan Ive
Different’ and ‘new’ is relatively easy. Doing something that’s genuinely better is very hard. – Jonathan Ive
Simplicity is not the absence of clutter, that’s a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That’s not simple. – Jonathan Ive
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. – Jonathan Ive
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. – Jonathan Ive
Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making. – Jonathan Ive
Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning. – Jonathan Ive
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? – Jonathan Ive
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
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
I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what’s next. – Jonathan Ive
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. – Jonathan Ive
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. – Jonathan Ive
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. – Jonathan Ive
