Quotes from Jonathan Ive

You learn a lot about vital corporations through non-vital corporations.

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.

It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption.

There are some shocking cars on the road.

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

If you expect me to buy something where all I can sense is carelessness, actually I think that is personally offensive.

When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone.

So much of my background is about making: physically doing it myself.

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.

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

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

The goal of Apple is not to make money but to make really nice products, really great products.

The nature of having ideas and creativity is incredibly inspiring.

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

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.

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.

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

I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.

Simplification is one of the most difficult things to do.

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.

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

It's great if you can find what you love to do. Finding it is one thing, but then to be able to practise that and be preoccupied with that is another.

It's easy to think that craft can't change but important to remember that all craft process was at some point new, at some point challenged convention - not to be contrary, but enabled by some breakthrough, some newly discovered principle, or sometimes some wonderful accident.

Unless we understand a certain material - metal or resin and plastic - understanding the processes that turn it from ore, for example - we can never develop and define form that's appropriate.