The 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 IveDesign is a word that's come to mean so much that it's also a word that has come to mean nothing.
Jonathan IveWith the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isnโt going to work.
Jonathan IveTrue simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
Jonathan Ive