When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

-Jonathan Ive

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When You're Trying To Solve A Problem

Jonathan Ive

When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

Topic

Numbers

Sight

Trying

With The Early Prototypes, I Held The Phone To My Ear And My Ear [would] Dial The Number. You Have To Detect All Sorts Of Ear-shapes And Chin Shapes, Skin Colour And Hairdo... That Was One Of Just Many Examples Where We Really Thought, Perhaps This Isn’t Going To Work.

Phones

Numbers

Skins