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" 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

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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. "

" 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. "

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

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

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

" 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. "

" 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. "

" 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. "

" Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple. "

" 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. "

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

" 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. "

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

" The computer industry is creatively bankrupt. "

" 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. "

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

Not Good Enough

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

" 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. "

" Eight years of work can be copied in six months. It wasn't inevitable that it was going to work. A stolen design is stolen time. "

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

" 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 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. "

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

" Good is the enemy of great. "

" 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. "

" 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'm always focussed on the actual work, and I think that's a much more succinct way to describe what you care about than any speech I could ever make. "

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

" People's interest is in the product, not in its authorship. "