Apple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobs’] preoccupation. His observation was that the products weren’t good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.

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

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

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

We try to solve very complicated problems without letting people know how complicated the problem was.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

It feels like each time we are beginning at the beginning, in a really exciting way.