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

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

" 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. "

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

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

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

" 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. "

" It's great if you can find what you love to do. Finding it is one thing, but then to be able to practise that and be preoccupied with that is another. "

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

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

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

" 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? "

" 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. "

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

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

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

Not Good Enough

" 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 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. "

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

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

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

" 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. "

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

" 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. "

" 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 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. "

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

" I left London in 1992, but I'm there 3-4 times a year, and love visiting. "

" One person's car is another person's scenery. "

" 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?' "