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

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

Not Good Enough

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

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

" 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. "

" The best ideas start as conversations. "

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

" 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. "

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

" 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. "

" You cannot disconnect the form from the material - the material informs the form. "

" When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely. "

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

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

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

" 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. "

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

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

" I get an incredible thrill and satisfaction from seeing somebody with Apple's tell-tale white earbuds. But I'm constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better? "

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

" That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one. "

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

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

" We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making. "

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

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

" 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. "

" 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. "

" 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. "

" Perhaps I'd like to design cars, but I don't think I'd be much good at it. "

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