Jonathan Ive

“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.”

“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.”

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

“My focus is incredibly narrow. I can't talk with any authority other than design and development of product.”

“Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making.”

“I feel that it's lovely when, as a user, you're not aware of the complexity.”

“Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!”

“I discovered at an early age that all I've ever wanted to do is design.”

“To design something really new and innovative you have to reject reason.”

“Manufactured objects testify to who made them; they describe values.”

“Often when I talk about what I do, making isn't just this inevitable function tacked on at the end.”

“There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.”

“One thing most people don't know is that Steve Jobs is an exceptional designer.”

“It never ceases to amaze me what it takes to develop and bring to mass production a product.”

“As a kid, I remember taking apart whatever I could get my hands on.”

“The best ideas start as conversations.”

“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.”

“I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what's next.”

“Designing and developing anything of consequence is incredibly challenging.”

“When you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied. I have to be honest: the first thing I can think, all those weekends that I could have at home with my family but didn't. I think it's theft, and it's lazy.”