--- title: "22 Products Quotes By Jonathan Ive" description: "22 Products quotes by Jonathan Ive. Plus more from Jonathan Ive and more Products sayings from other authors." image: "https://sms4smile.com/quotes/i/606/jonathan-ive-3015_apple_apple-s-goal-isn-t-to-make-money-our-goa_648589.png" --- > [Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.](https://sms4smile.com/quotes/jonathan-ive/apple-s-goal-isn-t-to-make-money-our-goal-is-to-design-and-develop-2/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/606/jonathan-ive-3015_apple_apple-s-goal-isn-t-to-make-money-our-goa_648589.png) > [The word design is everything and nothing. The design and the product itself are inseparable.](https://sms4smile.com/quotes/jonathan-ive/the-word-design-is-everything-and-nothing-the-design-and-the-product/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/690/jonathan-ive-3015_design_the-word-design-is-everything-and-nothin_1808210.png) > [The memory of how we work will endure beyond the products of our work.](https://sms4smile.com/quotes/jonathan-ive/the-memory-of-how-we-work-will-endure-beyond-the-products-of-our-work/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/b66/jonathan-ive-3015_endure_the-memory-of-how-we-work-will-endure-be_1999035.png) > [We're very genuinely designing the best products that we can for people.](https://sms4smile.com/quotes/jonathan-ive/we-re-very-genuinely-designing-the-best-products-that-we-can-for/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/2a4/jonathan-ive-3015_design_we-re-very-genuinely-designing-the-best_406271.png) > [The goal of Apple is not to make money but to make really nice products, really great products.](https://sms4smile.com/quotes/jonathan-ive/the-goal-of-apple-is-not-to-make-money-but-to-make-really-nice/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/24b/jonathan-ive-3015_apple_the-goal-of-apple-is-not-to-make-money-b_2237380.png) > [Very often design is the most immediate way of defining what products become in people's minds.](https://sms4smile.com/quotes/jonathan-ive/very-often-design-is-the-most-immediate-way-of-defining-what-products/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/2d3/jonathan-ive-3015_defining_very-often-design-is-the-most-immediate_499503.png) > [Simplicity is somehow essentially describing the purpose and place of an object and product.](https://sms4smile.com/quotes/jonathan-ive/simplicity-is-somehow-essentially-describing-the-purpose-and-place-of/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/83d/jonathan-ive-3015_clutter_simplicity-is-somehow-essentially-descri_2964737.png) > [The absence of clutter is just a clutter-free product. That's not simple.](https://sms4smile.com/quotes/jonathan-ive/the-absence-of-clutter-is-just-a-clutter-free-product-that-s-not/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/4f8/jonathan-ive-3015_absence_the-absence-of-clutter-is-just-a-clutter_129569.png) > [But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my…](https://sms4smile.com/quotes/jonathan-ive/but-one-of-the-things-that-really-irritates-me-in-products-is-when-i/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/964/jonathan-ive-3015_designer_but-one-of-the-things-that-really-irrita_503748.png) > [It's a very strange thing for a designer to say, but one of the things that really irritates me in products is…](https://sms4smile.com/quotes/jonathan-ive/it-s-a-very-strange-thing-for-a-designer-to-say-but-one-of-the-things/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/70b/jonathan-ive-3015_aware_it-s-a-very-strange-thing-for-a-designer_238214.png) > [Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking…](https://sms4smile.com/quotes/jonathan-ive/being-superficially-different-is-the-goal-of-so-many-of-the-products/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/900/jonathan-ive-3015_caring_being-superficially-different-is-the-goa_1411782.png) > [The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance…](https://sms4smile.com/quotes/jonathan-ive/the-defining-qualities-are-about-use-ease-and-simplicity-caring/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/781/jonathan-ive-3015_acknowledge_the-defining-qualities-are-about-use-eas_760030.png) > [There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products…](https://sms4smile.com/quotes/jonathan-ive/there-is-a-clear-goal-and-it-isn-t-to-make-money-the-goal-is-to/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/2d9/jonathan-ive-3015_best_there-is-a-clear-goal-and-it-isn-t-to-ma_998918.png) > [We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the…](https://sms4smile.com/quotes/jonathan-ive/we-are-really-pleased-with-our-revenues-but-our-goal-isn-t-to-make/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/4ed/jonathan-ive-3015_competent_we-are-really-pleased-with-our-revenues_1332904.png) > [We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a…](https://sms4smile.com/quotes/jonathan-ive/we-re-keenly-aware-that-when-we-develop-and-make-something-and-bring/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/41a/jonathan-ive-3015_agendas_we-re-keenly-aware-that-when-we-develop_1152438.jpg) > [It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy.…](https://sms4smile.com/quotes/jonathan-ive/it-s-just-easier-to-talk-about-product-attributes-that-you-can/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/1e5/jonathan-ive-3015_attributes_it-s-just-easier-to-talk-about-product-a_2324328.jpg) > [I think it’s a wonderful view that care was important – but I think you can make a one-off and not care…](https://sms4smile.com/quotes/jonathan-ive/i-think-it-s-a-wonderful-view-that-care-was-important-but-i-think-you/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/e0f/jonathan-ive-3015_care_i-think-it-s-a-wonderful-view-that-care_2833730.jpg) > [Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we…](https://sms4smile.com/quotes/jonathan-ive/our-goal-is-to-desperately-make-the-best-products-we-can-we-re-not/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/c53/jonathan-ive-3015_best_our-goal-is-to-desperately-make-the-best_3192775.jpg) > [ Apple was very close to bankruptcy and to irrelevance \[but\] you learn a lot about life through death, and I learnt a… ](https://sms4smile.com/quotes/jonathan-ive/apple-was-very-close-to-bankruptcy-and-to-irrelevance-but-you-learn-a/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/b13/jonathan-ive-3015_apples_apple-was-very-close-to-bankruptcy-and-t_1983293.jpg) > [When you do everything to make the very best product, it also means you're very focused on just a few products.](https://sms4smile.com/quotes/jonathan-ive/when-you-do-everything-to-make-the-very-best-product-it-also-means/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/5d2/jonathan-ive-3015_also_when-you-do-everything-to-make-the-very_2073304.png) > [Objects and their manufacture are inseparable, you understand a product if you understand how it's made.](https://sms4smile.com/quotes/jonathan-ive/objects-and-their-manufacture-are-inseparable-you-understand-a/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/ffd/jonathan-ive-3015_design_objects-and-their-manufacture-are-insepa_2907973.png) > [A beautiful product that doesn't work very well is ugly.](https://sms4smile.com/quotes/jonathan-ive/a-beautiful-product-that-doesn-t-work-very-well-is-ugly/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) [Image](https://sms4smile.com/quotes/i/a48/jonathan-ive-3015_beautiful_a-beautiful-product-that-doesn-t-work-ve_166770.png) ## Other authors on Products ## More by Jonathan Ive > [My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you…](https://sms4smile.com/quotes/jonathan-ive/my-father-was-a-very-good-craftsman-he-made-furniture-he-made/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an…](https://sms4smile.com/quotes/jonathan-ive/the-more-i-learnt-about-this-cheeky-almost-rebellious-company-the/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [To design something really new and innovative you have to reject reason.](https://sms4smile.com/quotes/jonathan-ive/to-design-something-really-new-and-innovative-you-have-to-reject/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The most important thing is that you actually care, that you do something to the very best of your ability](https://sms4smile.com/quotes/jonathan-ive/the-most-important-thing-is-that-you-actually-care-that-you-do/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care-just like the people who…](https://sms4smile.com/quotes/jonathan-ive/we-re-surrounded-by-anonymous-poorly-made-objects-it-s-tempting-to/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said,…](https://sms4smile.com/quotes/jonathan-ive/and-i-said-couldn-t-we-be-more-moderate-and-he-said-why-and-i-said/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The absence of clutter is just a clutter-free product. That's not simple.](https://sms4smile.com/quotes/jonathan-ive/the-absence-of-clutter-is-just-a-clutter-free-product-that-s-not/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [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…](https://sms4smile.com/quotes/jonathan-ive/in-our-quest-to-quickly-make-three-dimensional-objects-we-can-miss/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [A beautiful product that doesn't work very well is ugly.](https://sms4smile.com/quotes/jonathan-ive/a-beautiful-product-that-doesn-t-work-very-well-is-ugly/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of…](https://sms4smile.com/quotes/jonathan-ive/we-don-t-do-focus-groups-that-is-the-job-of-the-designer-it-s-unfair/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first.](https://sms4smile.com/quotes/jonathan-ive/i-am-very-aware-that-i-m-the-product-of-growing-up-in-england-and-the/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm…](https://sms4smile.com/quotes/jonathan-ive/it-s-a-very-strange-thing-for-a-designer-to-say-but-one-of-the-things/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks…](https://sms4smile.com/quotes/jonathan-ive/we-won-t-do-something-different-for-different-s-sake-designers-cave/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [As a kid, I remember taking apart whatever I could get my hands on.](https://sms4smile.com/quotes/jonathan-ive/as-a-kid-i-remember-taking-apart-whatever-i-could-get-my-hands-on/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet.](https://sms4smile.com/quotes/jonathan-ive/i-find-that-when-i-write-i-need-things-to-be-quiet-but-when-i-design/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ItemList", "@id": "https://sms4smile.com/quotes/about/products/jonathan-ive/#itemlist", "name": "22 Products Quotes By Jonathan Ive", "numberOfItems": 22, "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Quotation", "text": "Apple's goal isn't to make money. 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"height": 1080, "caption": "“Simplicity is somehow essentially describing the purpose and place of an object and product.” — Jonathan Ive", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 8, "item": { "@type": "Quotation", "text": "The absence of clutter is just a clutter-free product. That's not simple.", "creator": { "@type": "Person", "name": "Jonathan Ive" }, "url": "https://sms4smile.com/quotes/jonathan-ive/the-absence-of-clutter-is-just-a-clutter-free-product-that-s-not/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/4f8/jonathan-ive-3015_absence_the-absence-of-clutter-is-just-a-clutter_129569.png", "contentUrl": "https://sms4smile.com/quotes/i/4f8/jonathan-ive-3015_absence_the-absence-of-clutter-is-just-a-clutter_129569.png", "url": "https://sms4smile.com/quotes/i/4f8/jonathan-ive-3015_absence_the-absence-of-clutter-is-just-a-clutter_129569.png", "width": 1080, "height": 1080, "caption": "“The absence of clutter is just a clutter-free product. 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Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.", "creator": { "@type": "Person", "name": "Jonathan Ive" }, "url": "https://sms4smile.com/quotes/jonathan-ive/the-defining-qualities-are-about-use-ease-and-simplicity-caring/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/781/jonathan-ive-3015_acknowledge_the-defining-qualities-are-about-use-eas_760030.png", "contentUrl": "https://sms4smile.com/quotes/i/781/jonathan-ive-3015_acknowledge_the-defining-qualities-are-about-use-eas_760030.png", "url": "https://sms4smile.com/quotes/i/781/jonathan-ive-3015_acknowledge_the-defining-qualities-are-about-use-eas_760030.png", "width": 1080, "height": 1080, "caption": "“The defining qualities are about use: ease and simplicity. 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This is a consequence.", "creator": { "@type": "Person", "name": "Jonathan Ive" }, "url": "https://sms4smile.com/quotes/jonathan-ive/there-is-a-clear-goal-and-it-isn-t-to-make-money-the-goal-is-to/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/2d9/jonathan-ive-3015_best_there-is-a-clear-goal-and-it-isn-t-to-ma_998918.png", "contentUrl": "https://sms4smile.com/quotes/i/2d9/jonathan-ive-3015_best_there-is-a-clear-goal-and-it-isn-t-to-ma_998918.png", "url": "https://sms4smile.com/quotes/i/2d9/jonathan-ive-3015_best_there-is-a-clear-goal-and-it-isn-t-to-ma_998918.png", "width": 1080, "height": 1080, "caption": "“There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products…” — Jonathan Ive", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 14, "item": { "@type": "Quotation", "text": "We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money,", "creator": { "@type": "Person", "name": "Jonathan Ive" }, "url": "https://sms4smile.com/quotes/jonathan-ive/we-are-really-pleased-with-our-revenues-but-our-goal-isn-t-to-make/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/4ed/jonathan-ive-3015_competent_we-are-really-pleased-with-our-revenues_1332904.png", "contentUrl": "https://sms4smile.com/quotes/i/4ed/jonathan-ive-3015_competent_we-are-really-pleased-with-our-revenues_1332904.png", "url": "https://sms4smile.com/quotes/i/4ed/jonathan-ive-3015_competent_we-are-really-pleased-with-our-revenues_1332904.png", "width": 1080, "height": 1080, "caption": "“We are really pleased with our revenues but our goal isn't to make money. 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Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.", "creator": { "@type": "Person", "name": "Jonathan Ive" }, "url": "https://sms4smile.com/quotes/jonathan-ive/it-s-just-easier-to-talk-about-product-attributes-that-you-can/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/1e5/jonathan-ive-3015_attributes_it-s-just-easier-to-talk-about-product-a_2324328.jpg", "contentUrl": "https://sms4smile.com/quotes/i/1e5/jonathan-ive-3015_attributes_it-s-just-easier-to-talk-about-product-a_2324328.jpg", "url": "https://sms4smile.com/quotes/i/1e5/jonathan-ive-3015_attributes_it-s-just-easier-to-talk-about-product-a_2324328.jpg", "width": 1080, "height": 1080, "caption": "“It's just easier to talk about product attributes that you can measure with a number. 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We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence.", "creator": { "@type": "Person", "name": "Jonathan Ive" }, "url": "https://sms4smile.com/quotes/jonathan-ive/our-goal-is-to-desperately-make-the-best-products-we-can-we-re-not/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/c53/jonathan-ive-3015_best_our-goal-is-to-desperately-make-the-best_3192775.jpg", "contentUrl": "https://sms4smile.com/quotes/i/c53/jonathan-ive-3015_best_our-goal-is-to-desperately-make-the-best_3192775.jpg", "url": "https://sms4smile.com/quotes/i/c53/jonathan-ive-3015_best_our-goal-is-to-desperately-make-the-best_3192775.jpg", "width": 1080, "height": 1080, "caption": "“Our goal is to desperately make the best products we can. We're not naive. 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