219 Quotes by Jonathan Ive

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.

If you’re not trying to do something better, then you’re not focused on the customer and you’ll miss the possibility of making your business great.

We’re very genuinely designing the best products that we can for people.

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.

There’s an applied style of being minimal and simple, and then there’s real simplicity. This looks simple, because it really is.

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

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

That’s just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural – it’s so hard!