Quotes from Jonathan Ive

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

What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive.

It feels like each time we are beginning at the beginning, in a really exciting way.

I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal.

I think subconsciously people are remarkably discerning. I think that they can sense care.

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.

Often when I talk about what I do, making isn't just this inevitable function tacked on at the end.

You cannot disconnect the form from the material - the material informs the form.

Deep in the culture of Apple is this sense and understanding of design, developing, and making. Form and the material and process - they are beautifully intertwined - completely connected.

True simplicity is, well, you just keep on going and going until you get to the point where you go, 'Yeah, well, of course.' Where there's no rational alternative.

Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making.

I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first.

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 think it's important that we learn how to draw and to make something and to do it directly. To understand the properties you're working with by manipulating them and transforming them yourself.

I left London in 1992, but I'm there 3-4 times a year, and love visiting.

The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod.

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

With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think - very importantly - its potential.

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

There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

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.

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.

All I've ever wanted to do is design and make it's what I love doing.