Very often design is the most immediate way of defining what products become in people's minds.
Jonathan IveThe memory of how we work will endure beyond the products of our work.
Jonathan IveThe defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.
Jonathan IveThe more I learnt about this cheeky – almost rebellious – company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.
Jonathan IveThere's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
Jonathan IveIt's sad and frustrating that we are surrounded by products that seem to testify to a complete lack of care. That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.
Jonathan IveIt’s not too shabby is it?
Jonathan IveWe have always thought about design as being so much more than just the way something looks. It's the whole thing: the way something works on so many different levels. Ultimately, of course, design defines so much of our experience.
Jonathan IveI think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
Jonathan Ive