Explore Quotes by Jonathan Ive

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.

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.

With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think - very importantly - its potential.

We all use something - you can't drill holes with your fingers. Whether it's a knife, a needle, or a machine, we all need the help of a device.

I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal.

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.

I think it's important that we learn how to draw and to make something and to do it directly. To understand the properties you're working with by manipulating them and transforming them yourself.

So much of my background is about making: physically doing it myself.

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

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

I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first.

The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod.

There are some shocking cars on the road.

The form of computers has never been important, with speed and performance being the only things that mattered.

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

When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture.

Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning.

Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making.

It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption.

I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left.

Make each product the best it can be. Focus on form and materials. What we don't include is as important as what we do include.