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" I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making. "

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" 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

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

" 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. "

" 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. "

" 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?! "

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

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

" 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. "

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

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

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

" I think a beautiful product that doesn't work very well is ugly. "

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

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

" 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. "

" When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture. "

" If you expect me to buy something where all I can sense is carelessness, actually I think that is personally offensive. "

" 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. "

" You cannot disconnect the form from the material - the material informs the form. "

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

" There's no learning without trying lots of ideas and failing lots of times. "

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

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

" True simplicity is, well, you just keep on going and going until you get to the point where you go, 'Yeah, well, of course.' Where there's no rational alternative. "

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

" 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 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. "

" I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first. "

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

" Successful collaboration, in your mind, could be that your opinion is the most valuable and becomes the prevailing sort of direction. That's not collaborating. "