Quotes from 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.

A beautiful product that doesn't work very well is ugly.

Manufactured objects testify to who made them; they describe values.

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

As a kid, I remember taking apart whatever I could get my hands on.

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.

I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left.

Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making.

What I think is remarkable is the force of habit and the fact that while we can have a practice for doing something that has been repetitive and established over many, many years, it doesn't actually mean there's any virtue to doing it that way at all.

Simplicity is somehow essentially describing the purpose and place of an object and product.

People's interest is in the product, not in its authorship.

It's very easy to make something that is new. So we are trying to make things that are better.

We're very genuinely designing the best products that we can for people.

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.

The word design is everything and nothing. The design and the product itself are inseparable.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

Designing and developing anything of consequence is incredibly challenging.

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

If something is not good enough, stop doing it.

Different and new is relatively easy. Doing something thats genuinely better is very hard.

Very often design is the most immediate way of defining what products become in people's minds.

The absence of clutter is just a clutter-free product. That's not simple.

We don't do focus groups - that is the job of the designer.