Design is a word that's come to mean so much that it's also a word that has come to mean nothing.
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 IveWe say no to a lot of things so we can invest an incredible amount of care on what we do.
Jonathan IveIt'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 faithful to your gift and very confident in its value.
Jonathan IveWeโre keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. Weโre very genuinely designing the best products that we can for people.
Jonathan Ive