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

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

" There are some shocking cars on the road. "

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

" The best ideas start as conversations. "

" 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. "

" Deep in the culture of Apple is this sense and understanding of design, developing, and making. Form and the material and process - they are beautifully intertwined - completely connected. "

" 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. "

" 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. "

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

" It is sad that so many designers don't know how to make. CAD software can make a bad design look palatable! It is sad that four years can be spent on a 3D design course without making anything! People who are great at designing and making have a great advantage. "

" The form of computers has never been important, with speed and performance being the only things that mattered. "

" 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. "

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

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

" 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. "

" 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. "

" 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. "

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

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

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

" 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. "

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

" 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. "

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

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

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

" 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. "

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

" 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. "

" What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive. "