Jonathan Ive on Apple’s Design Process and Product Philosophy

Jonathan Ive on Apple’s Design Process and Product Philosophy – NYTimes.com:

The benefit of hindsight is we only really talk about those things that did work out. You have this sense that you’re working on something incredibly hard. When working on projects, you have this determination. You just keep going. If doing anything new, you’re very used to having insurmountable obstacles. At some point you have to make a call — at some point you have to say, “We’ve stretched this and we’ve come up against laws of physics, which we cannot change.”

[The first sentence is what caught me. in my daily life my company works on a lot of things and many don’t work out. And at times we get a bit unsettled about that. As if we were “better” more things would work out. But I doubt that’s the case when you’re doing things that are new, hard, and with incredible challenges. We’re probably have a really excellent ratio… but it’s easy to lose sight of that. Allez!]

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