If something is not good enough, stop doing it.

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

The quest for simplicity has to pervade every part of the process. It really is fundamental.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

A beautiful product that doesn't work very well is ugly.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.