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. Jonathan Ive britishculturedescribe Change image and share on social
The nature of having ideas and creativity is incredibly inspiring. Jonathan Ive creativityideaincredibly Change image and share on social
Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making. Jonathan Ive drawenjoygrow Change image and share on social
There are 9 rejected ideas for every idea that works. Jonathan Ive idearejectwork Change image and share on social
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. Jonathan Ive authenticcarecouture Change image and share on social
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. Jonathan Ive buyconsequencedesperately share on social
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. Jonathan Ive afraidfailgood Change image and share on social
I feel that it's lovely when, as a user, you're not aware of the complexity. Jonathan Ive awarecomplexityfeel Change image and share on social
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. Jonathan Ive absolutelyappleexcite share on social
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. Jonathan Ive alternativepointrational Change image and share on social