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Jony Ive: We're
a small design team.
We've worked together
for 20, 25 years.
One of the things
that we've learned
is the importance of listening,
because, as we all know,
the very best ideas
can very often come
from the quietest voice.
Ideas are extremely fragile.
Ideas are not predictable in
terms of when you'll have them
and how many
you're going to have.
And so over the years,
we've really created a team
and an environment
that I think really increases
the probability of good ideas,
and when they actually arrive,
I think nurtures them.
The design studio
really is a workshop.
We design
three-dimensional objects,
and we make lots and lots
of models and prototypes.
Designing and making
really should be inseparable.
For every finished product
that you see,
tools had to be designed,
process had to be created
and experimented with.
We've worked very hard
to create a singular studio
that has all of these
different facets.
The hallmark of the group
has been to be inquisitive
and ask an awful lot
of questions.
We have really made it
a practice
to just have our heads down
and work
and ignore, in some senses,
all the reasons why
something shouldn't be possible.
This book captures
a point in time
of incredible transitions
and quite shocking change.
You understand the nature
of an object so much more
when you understand
how it came to be.
The book tells dozens
and dozens of stories.
You see momentum;
you see learning.
Of course, as designers,
you live in the future.
It's not that we are
not interested in the work
we've done before;
it's just we are so consumed
by what we haven't done yet.
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