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

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" There's no learning without trying lots of ideas and failing lots of times. "

" 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. "

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

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

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

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

" 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. "

" 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. "

" 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. "

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

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

" You learn a lot about vital corporations through non-vital corporations. "

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

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

" 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. "

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

" I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what's next. "

" I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making. "

" Good is the enemy of great. "

" 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. "

" 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. "

" 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. "

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

" 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 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. "

" 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. "

" 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. "

" If you are truly innovating, you don't have a prototype you can refer to. "

" Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making. "