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

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" So much of my background is about making: physically doing it myself. "

" It's easy to think that craft can't change but important to remember that all craft process was at some point new, at some point challenged convention - not to be contrary, but enabled by some breakthrough, some newly discovered principle, or sometimes some wonderful accident. "

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

" 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. "

" 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. "

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

" 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. "

" There's no learning without trying lots of ideas and failing lots of times. "

" 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. "

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

" 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. "

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

" 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. "

" You learn a lot about vital corporations through non-vital corporations. "

" 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. "

" 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. "

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

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

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

" 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. "

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

" 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

" 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. "

" 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. "

" Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard! "

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

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

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

" 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. "

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

Not Good Enough