Quotes from 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.

There's no other product that changes function like the computer.

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.

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.

When you do everything to make the very best product, it also means you're very focused on just a few products.

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

I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet.

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

There was a 'Wired' cover that had a big Apple logo with a crown of barbed wire as thorns, and underneath it just said, 'Pray.' I remember this because of how upsetting it was. Basically saying either it's going to just go out of business or be bought.

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.

One of the things that is particularly precious about working at Apple is that many of us on the design team have worked together for 15-plus years, and there's a wonderful thing about learning as a group. A fundamental part of that is making mistakes together.

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

The benefit of hindsight is we only really talk about those things that did work out.

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 you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied. I have to be honest: the first thing I can think, all those weekends that I could have at home with my family but didn't. I think it's theft, and it's lazy.

Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together.

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

There is beauty when something works and it works intuitively.

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.

There is beauty when something works and it works intuitively.

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

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

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

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