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" 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. "

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" The best ideas start as conversations. "

" When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone. "

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

" 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?' "

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

" 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. "

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

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

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

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

" 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. "

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

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

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

" 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

" 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. "

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

" Good is the enemy of great. "

" 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. "

" 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. "

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

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

Not Good Enough

" I think it's important that we learn how to draw and to make something and to do it directly. To understand the properties you're working with by manipulating them and transforming them yourself. "

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

" The computer industry is creatively bankrupt. "

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

" 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. "

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