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
We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to.
Interpretation
What this quote means
This quote emphasizes the importance of authenticity in design over merely catering to marketing trends.
Jonathan Ive asserts that true design should not be driven by superficial desire for differentiation dictated by marketing trends or corporate agendas. Instead, it advocates for a design philosophy grounded in purpose and authenticity, rather than simply altering aesthetics to fit arbitrary standards or expectations.
Themes
DesignAuthenticityMarketingTrendCorporate
In practice
Example use cases
A designer might use this quote in a presentation advocating for a minimalist approach to product design.
More from Jonathan Ive
All quotes →I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet.
Jonathan IveRead
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.
Jonathan IveRead
One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.
Jonathan IveRead
We say no to a lot of things so we can invest an incredible amount of care on what we do.
Jonathan IveRead
Goal we've always had for design at Apple is to create solutions that are inevitable.
Jonathan IveRead
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