As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
Jonathan IveMy father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.
Jonathan IveAt the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.
Jonathan IveIt became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.
Jonathan IveIn our quest to quickly make three-dimensional objects, we can miss out on the experience of making something that helps give us our first understandings of form and material, of the way a material behaves--'I press too hard here, and it breaks here' and so on. Some of the digital rendering tools are impressive, but it's important that people still really try and figure out a way of gaining direct experience with the materials.
Jonathan Ive