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Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.

-Jonathan Ive

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Apple Was Very Close

Jonathan Ive

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Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.

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A Small Change At The Beginning Of The Design Process Defines An Entirely Different Product At The End.

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The Word Design Is Everything And Nothing. The Design And The Product Itself Are Inseparable.

I Think There Is A Profound And Enduring Beauty In Simplicity; In Clarity, In Efficiency. True Simplicity Is Derived From So Much More Than Just The Absence Of Clutter And Ornamentation. It's About Bringing Order To Complexity.

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Making The Solution Seem So Completely Inevitable And Obvious, So Uncontrived And Natural - It's So Hard!

That's An Interesting Thing About An Object. One Object Speaks Volumes About The Company That Produced It And Its Values And Priorities.

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True Simplicity Is, Well, You Just Keep On Going And Going Until You Get To The Point Where You Go... Yeah, Well, Of Course.

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