Quotes from Jonathan Ive

Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products.

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

When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely.

What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.

The thing with focus is that it's not this thing you aspire to, like, 'Oh, on Monday I'm going to be focused.' It's every single minute: 'Why are we talking about this when we're supposed to be talking about this?'

I think a beautiful product that doesn't work very well is ugly.

We knew that iMac was fast; we didn't need to make it ugly.

The form of computers has never been important, with speed and performance being the only things that mattered.

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.

I always like when you start to use something with a little less reverence. You start to use it a little carelessly, and with a little less thought, because then, I think, you're using it very naturally.

Once, even the simple metal needle challenged the conventional thinking of a time.

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.

Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning.

The best ideas start as conversations.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to.

Our goal is simple objects, objects that you can't imagine any other way.

If doing anything new, you're very used to having insurmountable obstacles.

The memory of how we work will endure beyond the products of our work.

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

Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence.

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

I feel that it's lovely when, as a user, you're not aware of the complexity.

Successful collaboration, in your mind, could be that your opinion is the most valuable and becomes the prevailing sort of direction. That's not collaborating.