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

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

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.

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

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.

The nature of having ideas and creativity is incredibly inspiring.

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

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

There is beauty when something works and it works intuitively.

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.

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.

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.

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 computer industry is creatively bankrupt.

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

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

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

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

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.

There are some shocking cars on the road.

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.

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.

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.

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?!

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

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

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

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

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

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

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

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

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

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

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.

There was a 'Wired' cover that had a big Apple logo with a crown of barbed wire as thorns, and underneath it just said, 'Pray.' I remember this because of how upsetting it was. Basically saying either it's going to just go out of business or be bought.

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.

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.

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

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.

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.

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.

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?'

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

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

Designing and developing anything of consequence is incredibly challenging.

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

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.

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