If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

- Jonathan Ive

To do something innovative means that you reject reason.

- Jonathan Ive

It's actually a rare and precious thing to discover what it is you love to do, and I encourage you to remain unapologetically consumed by it. Be fait…

- Jonathan Ive

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 g…

- Jonathan Ive

There's no learning without trying lots of ideas and failing lots of times.

- Jonathan Ive

There is beauty when something works and it works intuitively.

- Jonathan Ive

The best ideas start as conversations.

- Jonathan Ive

There are a thousand no's for every yes.

- Jonathan Ive

It's very easy to be different, but very difficult to be better.

- Jonathan Ive