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" Good is the enemy of great. "

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

" There's no other product that changes function like the computer. "

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

" When you do everything to make the very best product, it also means you're very focused on just a few products. "

" I think it's important that we learn how to draw and to make something and to do it directly. To understand the properties you're working with by manipulating them and transforming them yourself. "

" The benefit of hindsight is we only really talk about those things that did work out. "

" There are 9 rejected ideas for every idea that works. "

" That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one. "

" We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making. "

" When you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied. I have to be honest: the first thing I can think, all those weekends that I could have at home with my family but didn't. I think it's theft, and it's lazy. "

" It's easy to think that craft can't change but important to remember that all craft process was at some point new, at some point challenged convention - not to be contrary, but enabled by some breakthrough, some newly discovered principle, or sometimes some wonderful accident. "

" There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence. "

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

" 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. "

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

" 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. "

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

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

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

" 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. "

" 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. "

" I think subconsciously people are remarkably discerning. I think that they can sense care. "

" You learn a lot about vital corporations through non-vital corporations. "

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

" 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. "

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

" 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. "

" It's important to remember that Britain was the first country to industrialize, so I think there's a strong argument to say this is where my profession was founded. "

" Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard. "

" I'm always focussed on the actual work, and I think that's a much more succinct way to describe what you care about than any speech I could ever make. "