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

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

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

" 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. "

" 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. "

" Good is the enemy of great. "

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

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

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

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

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

" 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. "

" We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda. "

" Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?! "

" 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. "

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

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

" Perhaps I'd like to design cars, but I don't think I'd be much good at it. "

" 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. "

" 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. "

" 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. "

" People's interest is in the product, not in its authorship. "

" It's difficult to do something radically new, unless you are at the heart of a company. "

" Once, even the simple metal needle challenged the conventional thinking of a time. "

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

" I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch. "

" 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. "

" 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. "

" 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. "

" 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. "

" I get an incredible thrill and satisfaction from seeing somebody with Apple's tell-tale white earbuds. But I'm constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better? "