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" One thing most people don't know is that Steve Jobs is an exceptional designer. "

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

" 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. "

" 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. "

" My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself. "

" 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. "

" 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. "

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

" 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. "

" When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product. "

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

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

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

Not Good Enough

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

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

" 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

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

" 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. "

" 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 other product that changes function like the computer. "

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

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

" 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. "

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

" 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. "

" 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. "

" 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. "

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

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

" 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. "