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

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" 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. "

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

" 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. "

" 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. "

" 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?' "

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

" To design something really new and innovative you have to reject reason. "

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

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

" Manufactured objects testify to who made them; they describe values. "

" 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. "

" 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. "

" 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. "

" Good is the enemy of great. "

" Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together. "

Working Together

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

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

" A small change at the beginning of the design process defines an entirely different product at the end. "

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

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

" 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. "

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

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

" There are 9 rejected ideas for every idea that works. "

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

" 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. "

" 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. "

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

" The form of computers has never been important, with speed and performance being the only things that mattered. "