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

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" It's great if you can find what you love to do. Finding it is one thing, but then to be able to practise that and be preoccupied with that is another. "

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

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

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

" 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. "

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

" 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. "

" 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. "

" There's no other product that changes function like the computer. "

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

" 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. "

" 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. "

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

" The thing with focus is that it's not this thing you aspire to, like, 'Oh, on Monday I'm going to be focused.' It's every single minute: 'Why are we talking about this when we're supposed to be talking about this?' "

" 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. "

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

" 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. "

" 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. "

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

" I think a beautiful product that doesn't work very well is ugly. "

" 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. "

" 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. "

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

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

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

" Our goal is simple objects, objects that you can't imagine any other way. "

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

" Good is the enemy of great. "

" 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. "

" 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. "