When something exceeds your ability to understand how it works, it sort of becomes magical.
From Jonathan Ive
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
One thing most people don't know is that Steve Jobs is an exceptional designer.
We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda.
When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard.
The computer industry is creatively bankrupt.
True simplicity is, well, you just keep on going and going until you get to the point where you go, 'Yeah, well, of course.' Where there's no rational alternative.
At 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.
To design something really new and innovative you have to reject reason.
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