Very often design is the most immediate way of defining what products become in people's minds.
--
In an interview for the BBC (January 2002)Jonathan Ive
But in the end, for something this complicated, it's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.
Steve Jobs
The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.
Jonathan Ive
Look at the design of a lot of consumer products — they're really complicated surfaces. We tried to make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. Most people just don't put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through.
Steve Jobs
I've never once been embarrassed that children have supported Nintendo. I'm proud of it. That's because children judge products based on instinct. Everyone wants to appeal to people's instincts, but it's not easy. That doesn't mean we're making products just for children. We believe that there's interactive entertainment that people in their 60s, 70s and 80s can enjoy, so we're doing various things.
Satoru Iwata
I could make Halo. It's not that I couldn't design that game. It's just that I choose not to. One thing about my game design is that I never try to look for what people want and then try to make that game design. I always try to create new experiences that are fun to play.
Shigeru Miyamoto
Ive, Jonathan
Iverson, Allen
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z