The computer industry is creatively bankrupt.

The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.

We're very genuinely designing the best products that we can for people.

You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

We shouldn't be afraid to fail- if we are not failing we are not pushing.

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

The nature of having ideas and creativity is incredibly inspiring.