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" Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making. "

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

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

" Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products. "

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

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

" It never ceases to amaze me what it takes to develop and bring to mass production a product. "

" To design something really new and innovative you have to reject reason. "

" 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. "

" I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left. "

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

" Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?! "

" 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. "

" There are some shocking cars on the road. "

" Manufactured objects testify to who made them; they describe values. "

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

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

" My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself. "

" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "

" 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. "

" Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products. "

" Perhaps I'd like to design cars, but I don't think I'd be much good at it. "

" 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. "

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

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

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

" Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together. "

Working Together

" 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. "

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

" 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. "

" The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod. "