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" If you are truly innovating, you don't have a prototype you can refer to. "

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" 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 best ideas start as conversations. "

" 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 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 all use something - you can't drill holes with your fingers. Whether it's a knife, a needle, or a machine, we all need the help of a device. "

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

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

" 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?' "

" 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. "

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

" It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption. "

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

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

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

" 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. "

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

" 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. "

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

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

" 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. "

" 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. "

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

" Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products. "

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

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

" 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. "

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

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

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