A biography for Jonathan Ivehasn’t been written yet.
“We knew that iMac was fast; we didn't need to make it ugly.”
“The computer industry is creatively bankrupt.”
“We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda.”
“I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.”
“When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone.”
“When you do everything to make the very best product, it also means you're very focused on just a few products.”
“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.”
“Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making.”
“I'm always focussed on the actual work, and I think that's a much more succinct way to describe what you care about than any speech I could ever make.”
“What I think is remarkable is the force of habit and the fact that while we can have a practice for doing something that has been repetitive and established over many, many years, it doesn't actually mean there's any virtue to doing it that way at all.”
“My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.”
“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.”
“Successful collaboration, in your mind, could be that your opinion is the most valuable and becomes the prevailing sort of direction. That's not collaborating.”
“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.”
“Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together.”
“One person's car is another person's scenery.”
“If doing anything new, you're very used to having insurmountable obstacles.”
“People's interest is in the product, not in its authorship.”
“If something is not good enough, stop doing it.”
“The benefit of hindsight is we only really talk about those things that did work out.”