Jonathan Ive
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.Collection: Design
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.Collection: Design
I discovered at an early age that all I've ever wanted to do is design.Collection: Age
I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left.Collection: Design
The form of computers has never been important, with speed and performance being the only things that mattered.Collection: Computers
The best ideas start as conversations.Collection: Best
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.Collection: Design
The nature of having ideas and creativity is incredibly inspiring.Collection: Nature
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.Collection: Respect
It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.Collection: Design
One person's car is another person's scenery.Collection: Car
To design something really new and innovative you have to reject reason.Collection: Design
Perhaps I'd like to design cars, but I don't think I'd be much good at it.Collection: Design
There's no learning without trying lots of ideas and failing lots of times.Collection: Learning
There is beauty when something works and it works intuitively.Collection: Beauty
'Design' is a word that's come to mean so much that it's also a word that has come to mean nothing.Collection: Design
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.
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.
We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda.
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.
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.
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 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 don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.
It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption.
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.
All I've ever wanted to do is design and make; it's what I love doing.
It's great if you can find what you love to do. Finding it is one thing, but then to be able to practise that and be preoccupied with that is another.
Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making.
Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning.
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.
When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture.
Once, even the simple metal needle challenged the conventional thinking of a time.
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.
Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making.
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.
When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone.
We knew that iMac was fast; we didn't need to make it ugly.
We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making.
You cannot disconnect the form from the material - the material informs the form.
There are some shocking cars on the road.
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.
The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod.
The benefit of hindsight is we only really talk about those things that did work out.
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.
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.
Often when I talk about what I do, making isn't just this inevitable function tacked on at the end.
Unless we understand a certain material - metal or resin and plastic - understanding the processes that turn it from ore, for example - we can never develop and define form that's appropriate.
My focus is incredibly narrow. I can't talk with any authority other than design and development of product.
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.