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" 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. "

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" Apple's Industrial Design team is harder to get into than the Illuminati, and part of the reason is because no one leaves. In the last 15 years, not one of the 18 designers has ditched Apple for greener pastures. "

" Designing and developing anything of consequence is incredibly challenging. "

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

" 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. "

" Good is the enemy of great. "

" 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? "

" 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. "

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

" 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. "

" The best ideas start as conversations. "

" There is beauty when something works and it works intuitively. "

" 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. "

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

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

" 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. "

" We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda. "

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

" 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. "

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

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

" What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive. "

" 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. "

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

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

" 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. "

" 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. "

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

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

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