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" Designing and developing anything of consequence is incredibly challenging. "

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" Often when I talk about what I do, making isn't just this inevitable function tacked on at the end. "

" 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. "

" If you are truly innovating, you don't have a prototype you can refer to. "

" So much of my background is about making: physically doing it myself. "

" I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch. "

" We knew that iMac was fast; we didn't need to make it ugly. "

" Once, even the simple metal needle challenged the conventional thinking of a time. "

" When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone. "

" I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal. "

" The nature of having ideas and creativity is incredibly inspiring. "

" It's great if you can find what you love to do. Finding it is one thing, but then to be able to practise that and be preoccupied with that is another. "

" Deep in the culture of Apple is this sense and understanding of design, developing, and making. Form and the material and process - they are beautifully intertwined - completely connected. "

" What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable. "

" There is beauty when something works and it works intuitively. "

" I always like when you start to use something with a little less reverence. You start to use it a little carelessly, and with a little less thought, because then, I think, you're using it very naturally. "

" We try to develop products that seem somehow inevitable, that leave you with the sense that that's the only possible solution that makes sense. "

" One thing most people don't know is that Steve Jobs is an exceptional designer. "

" Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard! "

" The thing with focus is that it's not this thing you aspire to, like, 'Oh, on Monday I'm going to be focused.' It's every single minute: 'Why are we talking about this when we're supposed to be talking about this?' "

" One of the things that is particularly precious about working at Apple is that many of us on the design team have worked together for 15-plus years, and there's a wonderful thing about learning as a group. A fundamental part of that is making mistakes together. "

" Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning. "

" Our goal is simple objects, objects that you can't imagine any other way. "

" It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face. "

" What I think is remarkable is the force of habit and the fact that while we can have a practice for doing something that has been repetitive and established over many, many years, it doesn't actually mean there's any virtue to doing it that way at all. "

" I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet. "

" One person's car is another person's scenery. "

" We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to. "

" If doing anything new, you're very used to having insurmountable obstacles. "

" The computer industry is creatively bankrupt. "

" Unless we understand a certain material - metal or resin and plastic - understanding the processes that turn it from ore, for example - we can never develop and define form that's appropriate. "