Our goal isn’t to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it’s the truth. Our goal, and what gets us excited, is to try to make great products. Jonathan Ive Read Quote
Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making. Jonathan Ive Read Quote
It’s important to remember that Britain was the first country to industrialize, so I think there’s a strong argument to say this is where my profession was founded. Jonathan Ive Read Quote
When we started work on the iPhone, the motivation there was we all pretty much couldn’t stand our phones, and we wanted a better phone. Jonathan Ive Read Quote
We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making. Jonathan Ive Read Quote
You cannot disconnect the form from the material – the material informs the form. Jonathan Ive Read Quote
The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod. Jonathan Ive Read Quote
