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" Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making. "

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" Eight years of work can be copied in six months. It wasn't inevitable that it was going to work. A stolen design is stolen time. "

" 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. "

" 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?' "

" I feel that it's lovely when, as a user, you're not aware of the complexity. "

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

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

" I discovered at an early age that all I've ever wanted to do is design. "

" I get an incredible thrill and satisfaction from seeing somebody with Apple's tell-tale white earbuds. But I'm constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better? "

" 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. "

" All I've ever wanted to do is design and make; it's what I love doing. "

" 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. "

" 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. "

" We shouldn't be afraid to fail- if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it. "

Not Good Enough

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

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

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

" It's difficult to do something radically new, unless you are at the heart of a company. "

" 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. "

" There was a 'Wired' cover that had a big Apple logo with a crown of barbed wire as thorns, and underneath it just said, 'Pray.' I remember this because of how upsetting it was. Basically saying either it's going to just go out of business or be bought. "

" Make each product the best it can be. Focus on form and materials. What we don't include is as important as what we do include. "

" It is sad that so many designers don't know how to make. CAD software can make a bad design look palatable! It is sad that four years can be spent on a 3D design course without making anything! People who are great at designing and making have a great advantage. "

" It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption. "

" 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. "

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

" Apple's Industrial Design team is harder to get into than the Illuminati, and part of the reason is because no one leaves. In the last 15 years, not one of the 18 designers has ditched Apple for greener pastures. "

" The emphasis and value on ideas and original thinking is an innate part of British culture, and in many ways, that describes the traditions of design. "

" Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple. "

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

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

" Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence. "