If something is not good enough, stop doing it.

Very often design is the most immediate way of defining what products become in people's minds.

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

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.

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

The absence of clutter is just a clutter-free product. That's not simple.

We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.