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

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" 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. "

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

" 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. "

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

" When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone. "

" 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. "

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

" 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. "

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

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

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

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

" 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. "

" At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people. "

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

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

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

" I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what's next. "

" 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 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. "

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

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

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

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

" 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. "

" Good is the enemy of great. "

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