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.
Jonathan IveRead
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.
Interpretation
What this quote means
Creating something in small quantities does not always guarantee its quality or care in the process.
Jonathan Ive highlights the misconception that low-volume production and minimal tools automatically result in integrity and meticulousness. He suggests that true quality cannot be assumed simply based on the production method; rather, it requires intentional effort and skill, regardless of the scale of the work.
Themes
IntegrityCareQualityProductionDesign
In practice
Example use cases
In a speech about craftsmanship at a design conference.
More from Jonathan Ive
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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.
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We say no to a lot of things so we can invest an incredible amount of care on what we do.
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Goal we've always had for design at Apple is to create solutions that are inevitable.
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