Jony Ive 🍥

"nothing was left to chance; everything must be deeply considered"

We don’t do focus groups—that is the job of the designer,” said Jony. “It’s unfair to ask people who don’t have a sense of the opportunities of tomorrow from the context of today to design

At Steve Jobs’ funeral Jony Ive said: “I think he better than anyone understood that while ideas ultimately can be so powerful, they begin as fragile, barely formed thoughts, so easily just squished.”

via source

Innovation,” he wrote, “is rarely about a big idea; more usually it’s about a series of small ideas brought together in a new and better way.

a beautiful product that doesn't work very well is ugly.