It's easy to think that craft can't change but important to remember that all craft process was at some point new, at some point challenged convention - not to be contrary, but enabled by some breakthrough, some newly discovered principle, or sometimes some wonderful accident. Jonathan Ive accidentbreakthroughchallenge share on social
We try to develop products that seem somehow inevitable, that leave you with the sense that that's the only possible solution that makes sense. Jonathan Ive developinevitableleave Change image and share on social
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?! Jonathan Ive assumebadblame Change image and share on social
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?' Jonathan Ive aspirefocusminute share on social
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. Jonathan Ive awaredesignerface Change image and share on social
There's no other product that changes function like the computer. Jonathan Ive computerfunctionproduct Change image and share on social
I left London in 1992, but I'm there 3-4 times a year, and love visiting. Jonathan Ive leavelondonlove Change image and share on social
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products. Jonathan Ive applebringdesign 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
At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people. Jonathan Ive createexclusivefragile share on social
