“I think so many of the objects we're surrounded by seem trivial. And I think that's because they're either trying to make a statement or trying to be overtly different. What we were trying to do was have a very honest approach and an exploration of materials and surface treatment. So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?"”

— Jonathan Ive

It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
In an interview in Icon Magazine (July 2003)

Adopted from Wikiquote. Last update June 3, 2021. History

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Jonathan Ive17

English designer and VP of Design at Apple 1967

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“You don't want to write a big comment that tells others how to make a change they might want to make, because you don't know what change they're going to want to make. Better to have the attitude that you can't help future programmers make their changes. All you can do is make it easy for them to understand what you were trying to do. And it will be easiest for them to understand what you were trying to do if you were very careful to not try to do too much.”

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“The objection to Puritans is not that they try to make us think as they do, but that they try to make us do as they think.”

H.L. Mencken (1880–1956) American journalist and writer

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“Before you do anything, think. If you do something to try and impress someone, to be loved, accepted or even to get someone's attention, stop and think. So many people are busy trying to create an image, they die in the process.”

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Jonathan Ive17

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