To do something innovative means that you reject reason.

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

I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

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

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

The most important thing is that you actually care, that you do something to the very best of your ability