Jonathan Ive Quotes & Sayings

“Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.”

“There is beauty when something works and it works intuitively.”

“There's no learning without trying lots of ideas and failing lots of times.”

“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.”

“Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.”

“Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard.”

“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 small change at the beginning of the design process defines an entirely different product at the end.”

“If something is not good enough, stop doing it.”

“The best ideas start as conversations.”