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

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" With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think - very importantly - its potential. "

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

" 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. "

" 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?' "

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

Not Good Enough

" 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? "

" 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. "

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

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

" What I think is remarkable is the force of habit and the fact that while we can have a practice for doing something that has been repetitive and established over many, many years, it doesn't actually mean there's any virtue to doing it that way at all. "

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

" 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. "

" 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. "

" 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. "

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

" As a kid, I remember taking apart whatever I could get my hands on. "

" 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. "

" 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. "

" The best ideas start as conversations. "

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

" 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. "

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

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

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

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

" 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. "

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

" When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely. "

" 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. "