Jony Ive: The Genius Behind Apple's Greatest Products Quotes.

1. "The thing is, it’s very easy to be different, but very difficult to be better."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

2. "The late eighties was a good vintage. ID was not yet fashionable so a lot of people were doing it for the right reasons - to make good design, not become stars."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

3. "We are not interested in design statements. We do everything we can to simplify design."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

4. "The iPhone When we are at these early stages in design . . . often we’ll talk about the story for the product—we’re talking about perception. We’re talking about how you feel about the product, not in a physical sense, but in a perceptual sense. —JONY IVE"
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

5. "He was completely interested in humanizing technology."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

6. "He hated computers having names like ZX75 and numbers of megabytes. He hated technology as it was in the 1990s."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

7. "if there’s not some sort of friction in a move forward, your step is not as consequential as you’d like to believe it is."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

8. "We have something really exciting for you today, said Steve Jobs on October, 23, 2001, at a special press event on Apple’s campus. Jobs had asked only a few dozen journalists to a product unveiling."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

9. "When you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation,’ Jony said."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products

10. "He was ego-free, which was very rare in the design student world. Most design students had lots of ego and very little talent. Jony was the other way around."
- Leander Kahney, Jony Ive: The Genius Behind Apple's Greatest Products