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" 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. "

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" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "

" Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making. "

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

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

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

" 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. "

" 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 was a 'Wired' cover that had a big Apple logo with a crown of barbed wire as thorns, and underneath it just said, 'Pray.' I remember this because of how upsetting it was. Basically saying either it's going to just go out of business or be bought. "

" 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. "

" 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. "

" The computer industry is creatively bankrupt. "

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

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

" 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. "

" 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. "

" 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. "

" When you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied. I have to be honest: the first thing I can think, all those weekends that I could have at home with my family but didn't. I think it's theft, and it's lazy. "

" 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. "

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

" 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. "

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

" 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. "

" 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. "

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

" Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence. "

" When something exceeds your ability to understand how it works, it sort of becomes magical. "

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

" Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?! "

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

" 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. "

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