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…most of our competitors are interesting in doing something different, or want to appear new - I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us - a sincere, genuine appetite to do something that is better. Committees just don’t work, and it’s not about price, schedule or a bizarre marketing goal to appear different - they are corporate goals with scant regard for people who use the product…
Jonathan Ive (interview in the Evening Standard)
…While [design schools today may have] sophisticated virtual design tools, the danger in relying on them too much is that we can end up isolated from the physical world. In our quest to quickly make three-dimensional objects, we can miss out on the experience of making something that helps give us our first understandings of form and material, of the way a material behaves—‘I press too hard here, and it breaks here’ and so on. Some of the digital rendering tools are impressive, but it’s important that people still really try and figure out a way of gaining direct experience with the materials…
Jonathan Ive on being asked to give advice to design students
…There are three classes of people: Those who see. Those who see when they are shown. Those who do not see…
Leonardo da Vinci

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