Quotes from Jonathan Ive

There are 9 rejected ideas for every idea that works.

What we make testifies who we are. People can sense care and can sense carelessness.

What we don't include is as important as what we do include.

We shouldn't be afraid to fail- if we are not failing we are not pushing.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

Objects and their manufacture are inseparable, you understand a product if you understand how it's made.

It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

The computer industry is creatively bankrupt.

A lot of what we are doing is getting design out of the way.

Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?!

Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.

Goal we've always had for design at Apple is to create solutions that are inevitable.