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

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

" 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. "

" 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. "

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

" 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. "

" 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. "

" 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. "

" 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. "

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

" 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. "

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

" 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. "

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

" 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. "

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

" 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

" 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. "

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

" I think subconsciously people are remarkably discerning. I think that they can sense care. "

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

" 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. "

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

" I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left. "

" 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. "

" 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. "

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

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

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

" When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture. "