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" There are some shocking cars on the road. "

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" A small change at the beginning of the design process defines an entirely different product at the end. "

" 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. "

" 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. "

" To design something really new and innovative you have to reject reason. "

" Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple. "

" 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. "

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

" 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. "

" 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'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. "

" 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. "

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

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

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

" Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning. "

" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "

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

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

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

" 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. "

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

" As a kid, I remember taking apart whatever I could get my hands on. "

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

" 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

" 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. "

" 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. "

" When something exceeds your ability to understand how it works, it sort of becomes magical. "

" 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. "

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

" 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. "