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

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.

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

The nature of having ideas and creativity is incredibly inspiring.

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.

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

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.