We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

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.

If you are truly innovating, you don't have a prototype you can refer to.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

What we make testifies who we are. People can sense care and can sense carelessness.

We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.

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