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" 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. "

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" 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. "

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

" 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. "

" There are some shocking cars on the road. "

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

" 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. "

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

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

" 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? "

" 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. "

" When something exceeds your ability to understand how it works, it sort of becomes magical. "

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

" The best ideas start as conversations. "

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

" 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. "

" 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. "

" Good is the enemy of great. "

" If something is not good enough, stop doing it. "

Not Good Enough

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

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

" 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 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. "

" 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. "

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

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

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

" People's interest is in the product, not in its authorship. "

" 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. "

" 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. "