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" The benefit of hindsight is we only really talk about those things that did work out. "

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" 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. "

" 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. "

" What I think is remarkable is the force of habit and the fact that while we can have a practice for doing something that has been repetitive and established over many, many years, it doesn't actually mean there's any virtue to doing it that way at all. "

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

" 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. "

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

" Good is the enemy of great. "

" 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. "

" 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 find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet. "

" 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. "

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

" 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. "

" We shouldn't be afraid to fail- if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it. "

Not Good Enough

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

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

" 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?' "

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

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

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

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

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

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

" 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? "

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

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

" 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. "

" 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 feel that it's lovely when, as a user, you're not aware of the complexity. "