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" The computer industry is creatively bankrupt. "
" I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first. "
" 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? "
" A small change at the beginning of the design process defines an entirely different product at the end. "
" I think it's important that we learn how to draw and to make something and to do it directly. To understand the properties you're working with by manipulating them and transforming them yourself. "
" Apple's Industrial Design team is harder to get into than the Illuminati, and part of the reason is because no one leaves. In the last 15 years, not one of the 18 designers has ditched Apple for greener pastures. "
" I think a beautiful product that doesn't work very well is ugly. "
" 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. "
" If you expect me to buy something where all I can sense is carelessness, actually I think that is personally offensive. "
" When something exceeds your ability to understand how it works, it sort of becomes magical. "
" Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard. "
" 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. "
" I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left. "
" We knew that iMac was fast; we didn't need to make it ugly. "
" We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to. "
" You cannot disconnect the form from the material - the material informs the form. "
" 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. "
" 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. "
" 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. "
" We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making. "
" The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod. "
" There is beauty when something works and it works intuitively. "
" Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning. "
" 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. "
" 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. "
" There's no learning without trying lots of ideas and failing lots of times. "
" One person's car is another person's scenery. "
" 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. "
" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "
" At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people. "
" 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. "