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

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

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

“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.”

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

“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.”

“'Design' is a word that's come to mean so much that it's also a word that has come to mean nothing.”

“Designing and developing anything of consequence is incredibly challenging.”

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

“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.”

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

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

“Good is the enemy of great.”

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

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

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

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

“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?”

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

“I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left.”

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

“I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal.”

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

“If something is not good enough, stop doing it.”

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

“Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together.”

“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.”

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

“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.”

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

“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.”

“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.”

“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.”

“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.”

“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.”

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

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

“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.”

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

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

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

“Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence.”

“Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products.”

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

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

“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.”

“The best ideas start as conversations.”

“The computer industry is creatively bankrupt.”

“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.”

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

“The nature of having ideas and creativity is incredibly inspiring.”

“There are 9 rejected ideas for every idea that works.”

“There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.”

“There is beauty when something works and it works intuitively.”

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

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

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

“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.”

“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.”

“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.”

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

“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.”

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

“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 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.”

“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.”

“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.”

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

“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.”

“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.”

“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.”

“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.”

“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?!”

“With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think - very importantly - its potential.”

“You cannot disconnect the form from the material - the material informs the form.”

“You learn a lot about vital corporations through non-vital corporations.”